Making Sense of the E-Service Quality Literature: Sampling, Undergraduates, and Replications

There is little research that addresses methodological issues in the context of e-service quality. This study content analyzed e-service quality articles published between 2003 and 2013 to assess methodological issues in this field. Sampling methods (probability vs. nonprobability), use of undergraduates (UGs) in research, service context, geographic location, demographic information, research strategy, and justification for the use of UGs were identified as key variables. In addition, the authors argued for the need to conduct replications in research on e-service quality. A total of 72 research articles on e-service and e-service quality were content analyzed. All articles focused primarily on e-service quality in the context of B2C e-retailing. On the basis of the findings the present study provides several suggestions that should receive close attention from e-service quality researchers.