Assessing customer perceptions of website service quality in digital marketing environments

Yi Shun Wang, Tzung I. Tang

Research output: Contribution to journalArticle

69 Citations (Scopus)

Abstract

The e-commerce literature has rarely addressed the measurement of customer perceptions of website service quality in digital marketing environments. It is argued that the current SERVQUAL and IS-SERVQUAL instruments need to be refined and validated to fit the digital marketing environment, as they are targeted primarily towards either traditional retailing or information systems contexts. This article validates and refines a comprehensive model and instrument for measuring customer-perceived service quality of websites that market digital products and services. After a discussion of the conceptualization and operationalization of the service quality construct, the procedure used in modifying items, collecting data, and validating a multiple-item scale is described. Subsequently, evidence of reliability and validity on the basis of analyzing data from a quota sample of 260 adult respondents is presented. Implications for practice and research are then explored. Finally, this paper concludes by discussing limitations that could be addressed in future studies. The final EC-SERVQUAL instrument with good reliability and validity will be essential to the development and testing of e-business theories, and provide researchers with a common framework for explaining, justifying, and comparing differences across results.

Original languageEnglish
Pages (from-to)14-31
Number of pages18
JournalJournal of End User Computing
Volume15
Issue number3
Publication statusPublished - 2003 Jul 1

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Websites
Marketing
Quality of service
Information systems
Testing
Service quality
Digital marketing
Web sites
Customer perception
Marketing environment
Industry
Electronic business
Electronic commerce
Perceived service quality
Retailing
Operationalization
Digital products
Conceptualization

All Science Journal Classification (ASJC) codes

  • Software

Cite this

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Assessing customer perceptions of website service quality in digital marketing environments. / Wang, Yi Shun; Tang, Tzung I.

In: Journal of End User Computing, Vol. 15, No. 3, 01.07.2003, p. 14-31.

Research output: Contribution to journalArticle

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