Perceived e-service quality (PeSQ): Measurement validation and effects on consumer satisfaction and web site loyalty

Abstract

Purpose - The objectives of this article are to develop a multiple-item scale for measuring e-service quality and to study the influence of perceived quality on consumer satisfaction levels and the level of web site loyalty. Design/methodology/approach - First, there is an explanation of the main attributes of the concepts examined, with special attention being paid to the multi-dimensional nature of the variables and the relationships between them. This is followed by an examination of the validation processes of the measuring instruments. Findings - The validation process of scales suggested that perceived quality is a multidimensional construct: web design, customer service, assurance and order management; that perceived quality influences on satisfaction; and that satisfaction influences on consumer loyalty. Moreover, no differences in these conclusions were observed if the total sample is divided between buyers and information searchers. Practical implications - First, the need to develop user-friendly web sites which ease consumer purchasing and searching, thus creating a suitable framework for the generation of higher satisfaction and loyalty levels. Second, the web site manager should enhance service loyalty, customer sensitivity, personalised service and a quick response to complaints. Third, the web site should uphold sufficient security levels in communications and meet data protection requirements regarding the privacy. Lastly, the need for correct product delivery and product manipulation or service is recommended. Originality/value - Most relevant studies about perceived quality in the internet have focused on web design aspects. Moreover, the existing literature regarding internet consumer behaviour has not fully analysed profits generated by higher perceived quality in terms of user satisfaction and loyalty.