Measuring Web-based Service Quality: The Online Customer Point of View

In recognition of the expanding role of the web as a channel of conducting business, vast investments in web technologies have been witnessed. Using web technologies and their applications enables firms reaching more customers, trading with customers and offering them a smooth purchase transaction. However, firms cannot realize returns on their investments, unless they are offering superior web-based service quality to their customers. It is therefore, important to develop the appropriate instrument to measure web-based service quality. The current study proposes and tests a conceptual framework of web-based service quality by using the SERVQUAL measure as its starting point. In addition, the study examines the influence of identified dimensions of web-based service quality on overall service quality and loyalty intentions. Reformulating the generic dimensions of the SERVQUAL resulted in measuring web-based service quality on six dimensions: website usability, information quality, reliability, responsiveness, assurance and personalization. The analytical work of the study suggests that assurance and reliability are the most important factors that influence both overall service quality and loyalty intentions. The study ends providing implications for research as well as for practice. Limitations are also addressed.