| Service quality is one of the key factors in determining the success or failure of Internet Commerce. To develop a reliable and valid measurement of Internet-based service quality (e-service quality), a broad conceptual framework was established. This framework integrates several conceptual models in the areas of management information systems, technology adoption, and self-service technology into e-service marketing. This study further assesses customer loyalty by embracing e-service quality dimensions, along with perceived produce/service value, as the determinants of customer loyalty.;An ethnographic content analysis of 848 effective customer reviews of Internet banking services was utilized to identify e-service quality dimensions. Of twenty uncovered dimensions, the most often-cited attributes are perceived value/cost, responsibility, ease of use, reliability, trust, competence, access, personalization, courtesy, and accuracy. These salient attributes, along with results from the literature reviews and personal interviews, have established a sound base to develop the survey questionnaire.;Subsequent to the pretest, a web-based survey study was conducted to verify and test the research model. Data were collected from 235 Internet customers who had conducted transactions on the Internet, including Internet banking services, Internet brokerage services, and other online purchasing activities. An exploratory factor analysis produced five key e-service quality dimensions which were further verified by a confirmatory factor analysis. These five e-service quality dimensions are: care/help, reliability, ease of use, security, and product/service portfolio. Regression analyses reveal that not all of these five key e-service quality dimensions significantly explain the variances of overall service quality, customer satisfaction, and customer loyalty. While perceived product/service value has no significant influence on overall service quality assessment, it does considerably impact on the assessment of customer satisfaction and customer loyalty. Finally, the results of the Chow Test indicated that the moderating effect of switching cost, customer bonds, perceived alternatives on customer loyalty, through service quality dimensions and perceived value, was found to be insignificant.;The "five e-service quality dimension" model provides researchers with a theoretical framework to measure service quality in Internet commerce. Managers can use this framework and the customer loyalty model presented in this dissertation to improve service performance and, hence, retain online customers. |
