Online service quality dimensions and their relationships with satisfaction

Zhilin Yang (Department of Marketing, City University of Hong Kong, Kowloon, Hong Kong)
Xiang Fang (Department of Marketing, Oklahoma State University, Tulsa, Oklahoma, USA)

International Journal of Service Industry Management

ISSN: 0956-4233

Publication date: 1 July 2004


This exploratory research intends to extend our understanding of service quality and customer satisfaction within the setting of online securities brokerage services. Based upon conceptual frameworks from the areas of services marketing and information systems management, the authors uncovered 52 items across 16 major service quality dimensions by content analysis of 740 customer reviews. The results indicate that primary service quality dimensions leading to online customer satisfaction, with the exception of ease of use, are closely related to traditional services while key factors leading to dissatisfaction are tied to information systems quality. In addition, major drivers of satisfaction and dissatisfaction are identified at the sub‐dimensional level. Theoretical contribution and managerial implications of the findings are further discussed.



Yang, Z. and Fang, X. (2004), "Online service quality dimensions and their relationships with satisfaction", International Journal of Service Industry Management, Vol. 15 No. 3, pp. 302-326.

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Copyright © 2004, Emerald Group Publishing Limited

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