Electronic Service Quality: Public Transport Information on the Internet

As public transport companies market new self-service technologies, it has become increasingly important to understand the factors affecting the users’ perceived service quality of these services. Electronic Service Quality has been broadly defined as encompassing all phases of a customer’s interaction with a website. The E-S-QUAL scale comprises four dimensions. This article investigates the importance of three of the suggested quality dimensions (efficiency, system availability, and fulfillment) for overall satisfaction when using information-based websites. A survey was conducted with respondents being asked to use and evaluate an existing website delivering public transport information in their region. The results revealed that efficiency (addressing the ease and speed of using the site) was most important for overall satisfaction. Furthermore, it is concluded that a modified E-S-QUAL scale is appropriate for this purpose as it was possible to adapt it to a pure service-related website. Introduction Many public transport companies have established websites as a complement to their existing services where customers can view and download travel-related information. A common service provided to passengers is the ability to make inquiries regarding arrival and departure times, prices, and the nearest stops. It is Journal of Public Transportation, Vol. 10, No. 3, 2007 36 believed that the extra cost invested in providing additional information via the Internet will eventually generate more journeys and more passengers. Research into e-commerce and technology adoption suggests that a user-friendly website with rich, interesting, and searchable contents will ultimately gain the approval of customers, encouraging both initial use and return visits (e.g., Bell and Tang 1998; Liu and Arnett 2000; Zhang and Von Dran 2001). Conversely, a website with poor content and design, especially when the services are difficult to use, will likely generate negative feelings (Mick and Fournier 1998). Thus, the way the site is organized to make the content easier to read and the service easier to use can have a significant impact on the level of satisfaction with the service. Taken together, high levels of service quality will encourage both a higher level of satisfaction and a higher level of usage. Previous research largely focuses on online shopping sites. To complement this, the present research focuses on travel information sites where one can obtain information making it easier to use ordinary travel services. Using the Internet to Find Travel-Related Information When planning a journey, the Internet may be a source of help for some people. In recent years, travel-related websites have undergone considerable growth and the number of passengers making inquiries on the Internet seems to be on the increase. This may be due to the added convenience of online passenger websites (e.g., passengers are able to view different alternatives at any time). The service provided on these websites is free to the passenger. If passengers are dissatisfied with the service being provided, this may affect their travel behavior. An objective of the present study is to examine passengers’ perceptions regarding overall satisfaction with the information site and how these perceptions relate to the defined dimensions of service quality. If public transport companies are able to determine the underlying dimensions of service quality that are relevant to public transport information on the Internet, they may also be better able to design websites providing users with the highest possible service quality. In addition, if they have a tool for measuring users’ perception of the level of service quality, they may also be able to adjust their service to retain current passengers and encourage new passengers to use their site. Thus, an additional objective of the present study is to provide an evaluation tool for assisting public transport companies in quantifying their service quality levels. Electronic Service Quality: Public Transport Information on the Internet 37 Previous Research into Electronic Service Quality Traditional research into service quality has measured the service quality of exchanges that are interpersonal in nature. However, recent studies have focused on evaluating electronic service quality (i.e., Aladwani and Palvia 2002; Yoo and Donthu 2001; Parasuraman, Zeithaml, and Malhotra 2005; Wolfinbarger and Gilly 2003; Yee-Man Siu and Chi-Wah Mou 2005). A recent study by Yang et al. (2005) developed an instrument measuring service quality in the context of an information service on the Internet. The results revealed five dimensions: usability, usefulness of content, adequacy of information, accessibility, and interaction. Usability is related to user-friendliness. Usefulness of content refers to the value, reliability, currency, and accuracy of the information. Adequacy of information is the extent of the completeness of the information. Accessibility involves availability and responsiveness. Interaction involves three types: users and employees, users and the website, and between peer users of similar products (Yang et al. 2005). The five factors significantly affected the users’ overall service quality evaluation, which in turn influenced their satisfaction. Usability and accessibility were found to be the most significant influences on the users’ overall service quality perceptions (Yang et al. 2005). The eTailQ scale was developed in an attempt to measure how consumers perceive the quality of a website (Wolfinbarger and Gilly 2003). This scale comprises four dimensions: website design, reliability/fulfillment, privacy/security, and customer service. However, Parasuraman, Zeithaml, and Malhotra (2005) express reservations about two of the dimensions in the eTailQ scale (website design and customer service) as being less consistent and distinct. Having surveyed a number of relevant articles in this area, Parasuraman, Zeithaml, and Malhotra (2005) developed and refined a new scale for measuring electronic service quality (E-SQUAL—Electronic Service QUALity). The E-S-QUAL instrument has been tested in online shopping contexts. The dimension of efficiency addresses the ease and speed of accessing and using the site, system availability focuses on the technical functioning of the site, fulfillment measures the extent to which the site’s promises regarding order delivery and item availability are fulfilled, and privacy considers the degree to which the site is safe and protects customer information. In the context of e-commerce, efficiency and fulfillment have the greatest effect on the perceived service quality, value and loyalty, followed by the dimensions of system availability and privacy. Journal of Public Transportation, Vol. 10, No. 3, 2007 38 E-S-QUAL is a multiitem scale developed for measuring the service quality delivered by websites where customers shop online. So far, the E-S-QUAL instrument has focused on websites selling physical products. It should, however, be tested in other contexts as well. Parasuraman, Zeithaml, and Malhotra (2005) call for further research into E-S-QUAL in the context of pure service sites (sites offering information services). The present study addresses this issue by investigating the impact of three of the dimensions of the E-S-QUAL scale on user satisfaction with public transport information on the Internet.