Customer perceptions of e-service quality in online shopping

  • Lee G
  • Lin H
 et al. 
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Access to this document was granted through an Emerald subscription provided by emerald-srm:406254 [] For Authors If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit for more information. About Emerald Emerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services. Abstract Purpose – This paper develops a research model to examine the relationship among e-service quality dimensions and overall service quality, customer satisfaction and purchase intentions. Design/methodology/approach – Data from a survey of 297 online consumers were used to test the research model. Confirmatory factor analysis was conducted to examine the reliability and validity of the measurement model, and the structural equation modelling technique was used to test the research model. Findings – The analytical results showed that the dimensions of web site design, reliability, responsiveness, and trust affect overall service quality and customer satisfaction. Moreover, the latter in turn are significantly related to customer purchase intentions. However, the personalization dimension is not significantly related to overall service quality and customer satisfaction. Research limitations/implications – Future research can use different methodologies, such as longitudinal studies, focus groups and interviews, to examine the relationship between service quality and customer purchase behaviour in online shopping contexts. Practical implications – This study suggests that to enhance customer purchase intentions, online stores should develop marketing strategies to better address the trustworthiness, reliability, and responsiveness of web-based services. Online stores can devote valuable corporate resources to the important e-service quality attributes identified by this study. Originality/value – This study developed the instrument dimensions of e-service quality by modifying the SERVQUAL model to consider online shopping context. Moreover, the results of this study provide a valuable reference for managers of online stores, as well as for researchers interested in internet marketing.

Author-supplied keywords

  • Customer satisfaction
  • Electronic commerce
  • Purchasing
  • Service quality assurance
  • Shopping
  • Structural analysis Paper type Research paper

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  • Gwo-Guang Lee

  • Hsiu-Fen Lin

  • Gwo-Guang Lee

  • Hsiu-Fen Lin

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