Research On Evaluation Model Of E-Service Quality In The E-commerce Environment

With the development of e-commerce, e-service in many industries becomes more and more important, e-service quality is becoming one of the key factors in determining the success or failure of Internet Commerce, but research on e-service quality is infant.To develop a reliable and valid measurement e-service quality, a broad conceptual framework was established. This framework integrates several conceptual models in the areas of technology adoption, management information systems, self-service technology and traditional service quality related to e-service quality.Along with results from the literature review and personal interviews, we identified e-service quality dimensions from the aspects of customer service quality, online information systems quality and service portfolio and the most often-cited attributes are responsibility, competence, inter-active, cooperation communication, website design, care/help, security/privacy, product/service portfolio, trust, reliability, access/available, personalization/customisation, ease of use. After that, a factor analysis produced five key e-service quality dimensions, the five e-service quality dimensions are: reliability, care/help, security, product/service portfolio and ease of use.We developed an evaluation model to study e-service quality with the five key e-service quality dimensions. And designed a survey questionnaire and conducted a web-based survey study of e-banking service to analysis its service condition according to the evaluation model. Data were collected from 214 Internet customers who had conducted transactions on the Internet.The five e-service quality evaluation model provides researchers with a theoretical framework to measure service quality in Internet commerce. Managers can use this framework to improve service performance and, hence, retain online customers.