[Paper Review] From Service Quality to E-Service Quality: Measurement, Dimensions and Model

Salome O. Ighomereho, Afolabi A. Ojo+2 more|arXiv (Cornell University)|Apr 29, 2022

Technology Adoption and User Behaviour27 citations

TL;DR

The paper proposes a seven-dimension e-service quality model and finds reliability, security, fulfilment, ease of use and responsiveness as the key drivers of overall e-service quality for e-channels in Lagos, Nigeria.

ABSTRACT

With the global increase in online services, there is a paradigm shift from service quality to e-service quality. In order to sustain this strategic change, there is need to measure and evaluate the quality of e-services. Consequently, the paper seeks to determine the relevant e-service quality dimensions for e-channels. The aim is to generate a concise set of dimensions that managers can use to measure e-service quality. The paper proposed an e-service quality model comprising seven e-service quality dimensions (website appearance, ease of use, reliability, security, personalisation, fulfilment and responsiveness) and overall e-service quality. The study employed a cross-sectional research design and quantitative research approach. The data were collected via a questionnaire from 400 e-channel users in Lagos State, Nigeria. However, 318 copies of the questionnaire were found useful. The data were analysed using mean, frequency, percentages, correlation and multiple regression analysis. The results revealed that the relevant e-service quality dimensions influencing overall e-service quality are reliability, security, fulfilment, ease of use and responsiveness. These e-service quality dimensions are expected to provide information for managers to evaluate and improve their e-channel service delivery.

Motivation & Objective

• Motivate a shift from traditional service quality to e-service quality in online offerings.
• Identify relevant e-service quality dimensions for e-channels.
• Develop a concise, managerial-ready e-service quality measurement model.
• Provide empirical evidence to guide evaluation and improvement of e-channel service delivery.

Proposed method

• Cross-sectional research design.
• Quantitative study with a structured questionnaire.
• Data collected from 400 e-channel users in Lagos State, Nigeria; 318 usable responses.
• Analysis using means, frequencies, percentages, correlations, and multiple regression.
• Identification of seven e-service quality dimensions: website appearance, ease of use, reliability, security, personalisation, fulfilment, and responsiveness.

Experimental results

Research questions

• RQ1 What are the relevant e-service quality dimensions for e-channels?
• RQ2 Which of these dimensions most strongly influence overall e-service quality?
• RQ3 How can managers measure and interpret e-service quality to improve e-channel service delivery.

Key findings

• The proposed e-service quality model includes seven dimensions: website appearance, ease of use, reliability, security, personalisation, fulfilment, and responsiveness.
• Reliability, security, fulfilment, ease of use, and responsiveness significantly influence overall e-service quality.
• The results provide actionable information for managers to evaluate and improve e-channel service delivery.
• The study uses a quantitative approach with regression analysis to establish dimension impacts on overall e-service quality.