عنوان انگلیسی مقاله:

An assessment of customers’ e-service quality perception, satisfaction and intention

ترجمه عنوان مقاله: ارزیابی پذیرش کیفیت خدمات الکترونیکی، رضایت و تمایلات مشتری

رشته: مدیریت بازاریابی

سال انتشار: 2010

تعداد صفحات مقاله انگلیسی: 12 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده انگلیسی مقاله

This study examines the dimensions of web service quality based on e-customer’s, expectations and perceptions. We develop operationalized web service quality constructs, and analyze, their relationships with customer satisfaction and behavioral intentions in an e-business environment. The three identified dimensions of web service quality are perceived risk, web content and service, convenience. One of the major findings of this study is that although less perceived risk may lead to a favorable perception of web service quality, it does not necessarily translate to customer satisfaction, or positive behavioral intentions. Individual PC skill sets may affect perception of service convenience, but seems to have no influence on how customers assess web service quality, customer satisfaction or, behavioral intentions to use the e-service. The indirect or mediating influence of satisfaction on web, service quality and behavioral intentions is indeed stronger than the direct influence of web service, quality on behavioral intentions.

Keywords: Web service quality, E-SERVQUAL, Customer satisfaction, Behavioral intentions, Factor analysis, E-customers

مقدمه انگلیسی مقاله

Computer aided services have grown in number and significance in proportion to the rapid growth of Internet adoption. E-service growth, also known as web-based self-service, has further magnified the importance of service sector roles in modern economies (Calisir & Gumussoy, 2008; Heinze & Hu, 2006). As commonly reported in the news media, service sectors in world economies continue to expand while manufacturing sectors are experiencing shrinkage, especially in the U.S. as electronic business environments post a new set of challenges to companies. One such new challenge is the quality of the electronic service (e-service) provided by company web sites and other electronic media (Liao, Palvia & Lin, 2006).

The quality of enterprise web sites has become a key indicator of how well a company is likely to satisfy its customers (King & Liou, 2004). Another new challenge is the rapid increase in the expectations and level of sophistication of the ecustomers.

In recent years, research efforts have been directed at understandinghowe-customers perceive the quality of e-service as well as how these perceptions translate into customer satisfaction and behavioral intentions. Adding to the challenges of managing e-customers, it has become crucial to understand how individual customer differences, in terms of their information technology (IT) skills, influence their online experience, behavior and attitudes. Some studies (Agarwal & Venkatesh, 2002; Chen &Macredie, 2005; Ford, Miller, &Moss, 2001; Lin & Lu, 2000) have indicated that individual differences can influence IT acceptance and satisfaction with IT use.

E-service quality, as defined by Santos (2003), is the overall customer perceptions, judgments and evaluations of the quality of service obtained from a virtual marketplace. Both practitioners and researchers use e-service quality and web service quality interchangeably.

For instance, Zeithaml (2002) defines e-service quality as the extent to which a web site facilitates efficient and effective shopping, purchasing and delivery of goods and services. Zhang and Prybutok (2005) refer to the same concept as web site service quality. Several authors (Santos, 2003; Zeithaml, 2002) have developed diverse instruments to measure e-service quality.

Since these instruments have little in common, exploratory studies areneeded to derive a common instrument that can effectively evaluate e-service quality. Rowley (2006) has further asserted that since research endeavors in e-service are still in their infancy more efforts are needed to obtain the correct definition and measure of e-service quality.

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