A Consumer Perspective of E-Service Quality

Abstract

E-service is an emerging and rapidly evolving area as demonstrated by new technological innovations introduced to improve e-service. Motivated by the growing interest in online commerce, we focus our research questions on examining the factors that contribute to e-service, the relationships among these factors and the consumers' attitude toward e-service. To explore answers to our research questions, we developed an e-service model. Specifically, our proposed model consists of such constructs as individual differences, e-service convenience, Web site service quality, risk, e-satisfaction, and intention. We develop an e-service quality survey instrument and use empirical data to validate the instrument. The results of our empirical study validate our eight hypotheses. We confirm seven of the eight hypotheses. One hypothesis that tested individual differences and service convenience was not confirmed. However, we found that service convenience, Web site service quality, and risk are significant factors affecting consumers' satisfaction level, which in turn affects intention. The findings suggest that managers need to understand e-convenience from the consumers' perspective. In order to provide better services for users, companies need to invest in Web site service quality design and evaluation, and at the same time, control the perceived risk associated with using it.