E-Service Quality Scales

Anıl Aynaoğlu Belit Doğa Apaydın Dilek Girgin Sinem Kocaman

We have five scale to measure E-Service quality. These are : WebQual; to evaluate Websites, created by Loiacono, Watson and Goodhe in 2000 SİTE-QUAL;created by Yoo and Danthu in 2001 E-TailQ; created by Wolfinberger and Gilly in 2003 E-SQ ; created by Zeithaml, Parasuraman and Malhotra in 2000 E-S-Qual ; created by Zeithaml in 2005

WEBQUAL WebQual is a method for assessing the quality of Web sites. The method has been developed iteratively through application in various domains It has evolved using quality workshops, factor analysis to identify question groupings and literature from three core research areas : Informatıon quality from mainstream IS research, service interaction quality from marketing and usability from human-computer interaction

İnitial dimensions Five general categories of Web site quality arose from a literature review and exploratory research: ease of use, usefulness, entertainment, complementary relationship, and customer service. These can be further broken down into 14 distinct dimensions of Web site quality

The revised list of qualities was developed into an Internetbased questionnaire to evaluate the quality of four UK business school web-sites: Bath, London (LBS), Manchester (MBS), and Warwick (WBS).

SITEQUAL

Website quality is the focal point of researchers and practitioners. What are the expectations from the consumer buying experience online? Which size for consumers is important in evaluating the quality of the website?

Which features are important in assessing the web site quality of the consumer? Sitequal, WebqualTM, E-S-Qual, E-Rec-Squal, Webqual and E-TailQ are the foremost scale Most of researches are designed for measuring effectivenes instead of web site quality in accordance to Sitequal. These are not regarding to consumer quality scale. Researces are not comprehended about consumer’s cognitive review for web site. Scales are focused on performance development of web site. At the end of all resources, Yoo and Donthu was created a scale which name is SITEQUAL. (2001)

Scale is formed by 4 dimensions and 9 items. 4 DIMENSIONS Ease of use Design processing Speed sequrity

9 ITEMS Examples; This site is convenient to use. It is easy to search for information. This site is colorful. This site is creative. This site shows good pictures of the products. It is easy to access the results. This site has quick process. This site ensures me of security. I am confident of security with this site.

What is e-tailing quality? Marketing the products and goods of quality to potential customer using with electronic media and technological tools When customer having some problem about product and service, solving by customer service quality and quickliy.

Reasons of increasing e-tailing Changing technological equipment Adapting fierce competition environment Decreasing cost of supply chain Increase taking information about goods and service Increasing customer satisfaction and loyalty

E-Tailing In US anticipated trading size 157 billion dollar in In Turkey has e-tailing trading size 9 million dollar in 2000 years. However in 2006 has 200 million dollar.In 2013 has e-tailing trading size 5.4 billion euro.

Kinds of Products for e-tailing

E-tailing quality Knowing by retailers and managers When customer online shopping, how does create customer value. Selling quality and cheap product not enough for customer. Necessary answering to customer’s different expectation.

E-tailing transaction Searching right information Bargaining Online payment Delivery quickly After sales support

Advantages of e-tailing Comparing price of product Other users comment of product Saving of time Reading and reviewing of product’s features Getting deals

E S Qual E-Service Quality

E-service quality is defined as overall customer assessment and judgment of e-service delivery in the virtual marketplace.Businesses that have been experienced and successful in offering e-services are starting to apprehend that besides website presence and low price, the important success or failure factors also include the electronic service quality. One of the reasons for the increase importance of e-services quality is that over the Internet, it is much easier for customers to compare different service offerings than through traditional channels. Thus, customers of online services expect equal or higher levels of service quality than the customers of traditional services

E-Service Quality Zeithaml defined electronic service quality the extent to which a website facilitates efficient and effective shopping, purchasing, and delivery of products and services. The most important and probably the most evident difference between traditional service quality and electronic service quality is replacement of interpersonal interaction with human-machine interaction

Dimensions of e-s-quality

Responsiveness : Responsiveness as a concept of computer science refers to the specific ability of a system or functional unit to complete assigned tasks within a given time Reliability: Reliability a category used to describe protocols Tangibles : Comprehensible by the mind; understandable. Assurance : Assurance services provide independent and professional opinions that reduce the information risk (risk that comes from incorrect information) Empathy: Empathy is the ability to mutually experience the thoughts, emotions, and direct experience of others. for example as customers use itself website

E-Service Quality Website design: Designed to be used in the best way by users of the site Personalization to remember the information when users enter the site again Information : part of contains general information about the site

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