A Proposed Scale for Measuring E-service Quality

With rapid growth of the Internet and the globalization of market, companies accepted and adopted the new information and communication technology to offer e-services to their customers. This paper addresses e-service quality issue in the electronic marketplace. The purpose of this paper is to extend what are the main service quality dimensions in the realm of e-service. The paper explores e-service quality dimensions based on a review of the development of e-service quality scales and the SERVQUAL scale. It proposes an 8-dimension scale for measuring e-service quality with rewording and modifying of the SERVQUAL instrument: Website design, reliability, fulfillment, security, responsiveness, personalization, information and empathy. This paper concludes by discussing the findings of this study and highlighting areas for the future research in the realm of e-service quality.