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Keywords
Service quality, Electronic commerce, Internet, Model
Abstract
Service quality is increasingly recognised as an important aspect of electronic commerce (e-commerce). Because the online comparison of the technical features of products is essentially costless, feasible, and easier than comparisons of products through traditional channels, service quality is the key determinant for successful e-commerce. A conceptual model of the determinants of e-service quality is proposed and discussed. Given the exploratory nature of this research, focus groups are used to investigate e-service quality dimensions. It is proposed that e-service quality has incubative and active dimensions for increasing hit rates, stickiness, and customer retention. The incubative dimension consists of: ease of use, appearance, linkage, structure and layout, and content. The active dimension consists of reliability, efficiency, support, communication, security, and incentives. The importance and implications of each determinant are presented.
Introduction
During the past two decades, service quality has become a popular area of academic investigation, and has become recognised as a key factor in differentiating service products and building competitive advantage (Ennew et al., 1993; Zeithaml et al., 1996). Bitner et al. (2000) and Gronroos et al. (2000) have emphasised the fact that virtually all firms compete on the basis of service offerings around their core product, and Parasuraman (2000) has proposed an expanded conceptualisation of services that transcends industry boundaries. The service revolution has increasingly been an information revolution, and information service is the highest growth area in the sector. Information service is that aspect of service in which information is the primary value exchanged between two parties - such as a buyer and a seller (Rust and Lemon, 2001). With the increasing amount of research into Internet marketing and electronic commerce (e-commerce), service quality in online environments has become recognised as an important factor in determining the success or failure of electronic commerce (Yang, 2001). E-service quality can potentially increase attractiveness, hit rate, customer retention, stickiness, and positive word-of-mouth, and can maximise the online competitive advantages of e-commerce. However, research into service quality issues in e-commerce is still in its infancy. Cox and Dale (2001) and van Riel et al. (2001) have argued that there is a need to gain a better understanding of consumer evaluations of e-services and to identify...