Measuring customer perceived online service quality: Scale development and managerial implications

Zhilin Yang (Department of Marketing, City University of Hong Kong, Kowloon, Hong Kong)
Minjoon Jun (Department of Management, College of Business Administration and Economics, New Mexico State University, Las Cruces, USA)
Robin T. Peterson (Department of Marketing, College of Business Administration and Economics, New Mexico State University, Las Cruces, USA)

International Journal of Operations & Production Management

ISSN: 0144-3577

Publication date: 1 November 2004

Abstract

The purpose of this paper is to set forth a reliable and valid means of measuring online service quality based on a broad conceptual framework which integrates theory and conceptualization in customer service quality, information systems quality, and product portfolio management, into online service quality. An ethnographic content analysis of 848 customer reviews of online banking services was employed to identify salient online service quality dimensions. The most frequently cited online service quality attributes, along with literature review and personal interview results, were utilized to develop the survey questionnaire. Subsequent to the pre‐test, a Web‐based survey was undertaken to verify and test the online service quality model. A confirmatory factor analysis produced six key online service quality dimensions: reliability, responsiveness, competence, ease of use, security, and product portfolio. This paper includes a discussion of the managerial and theoretical implications of this online service quality model.

Keywords

Citation

Yang, Z., Jun, M. and Peterson, R.T. (2004), "Measuring customer perceived online service quality: Scale development and managerial implications", International Journal of Operations & Production Management, Vol. 24 No. 11, pp. 1149-1174. https://doi.org/10.1108/01443570410563278

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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