Measuring and Managing E-retail Service Quality:Based on the Chinese Context

Abstract

Abstract:

Understanding how Chinese consumers perceive service quality is essential for e-retailers to realize competition advantages in the Chinese context. This study empirically develops a reliable and valid scale (named E-Tail-SQ) for the measurement of e-retail service quality, specifically in the Chinese context. As the evidence obtained from 100 interviewees and 529 effective questionnaires shows, the E-Tail-SQ scale classifies service quality in the context of e-retailing into four dimensions:environment quality, process quality, outcome quality and recovery quality. And, environment quality is derived from interface access, interface aesthetics, system availability and information usefulness; process quality is derived from safety of transaction, expertise of service and responsibility of website; outcome quality is generated by assurance of quality and fulfillment of website; recovery quality stems from reactivity and compensation of retailers. Moreover, these dimensions proposed in this study have reliable predictability on e-store loyalty via the mediating roles of satisfaction and trust. And, the relative predictability of them on satisfaction follows the order of recovery quality, environment quality, process quality and outcome quality; the relative predictability of them on customer trust follows the order of recovery quality, process quality, outcome quality and environment quality. These findings provide theoretical and managerial implications in further understanding and measuring e-retail service quality and developing effective strategies for e-store loyalty in the Chinese context.

Key words: e-retailing, service quality, scale development, e-store loyalty, Chinese context

Zhao Weihong, Xiong Xiaoming. Measuring and Managing E-retail Service Quality:Based on the Chinese Context[J]. , 2015, 27(12): 120-130.

References

[1] Forrester Research. Us Spending on E-Commerce Platforms to Reach 2.1 Billion by 2019[EB/OL]. http://marketingland.com/us-spending-e-commerce-platforms-reach-2-1-billion-2019-forrester-118557, 2015-02-17
[2] 国家统计局.2014年中国网上零售额27898亿元同比增长49.7%[EB/OL]. http://www.199it.com/archives/323218.html, 2015-01-21
[3] Bauer H., Falk T., Hammerschmidt M. eTransQual:A Transaction Process-Based Approach for Capturing Service Quality in Online Shopping[J]. Journal of Business Research, 2006,59(7):866-875
[4] Lociacono E., Watson R. T., Goodhue D. WebQual:An Instrument for Consumer Evaluation of Web Sites[J]. International Journal of Electronic Commerce, 2007,11(3):51-87
[5] Parasuraman A., Zeithaml V. A., Malhotra A. E-S-QUAL:A Multiple-item Scale for Assessing Electronic Service Quality[J]. Journal of Service Research, 2005,7(3):213-233
[6] Wolfinbarger M., Gilly M. C. eTailQ:Dimensionalizing, Measuring and Predicting Etail Quality[J]. Journal of Retailing, 2003,79(3):183-198
[7] Carlson J., O'Cass A. Developing a Framework for Understanding E-service Quality, Its Antecedents, Consequences, and Mediators[J]. Managing Service Quality, 2011,21(3):264-286
[8] Udo G. J., Bagchi K. K., Kirs P. J. An Assessment of Customers' E-service Quality Perception, Satisfaction and Intention[J]. International Journal of Information Management, 2010,30(6):481-492
[9] Rolland S., Freeman I. A New Measure of E-service Quality in France[J]. International Journal of Retail & Distribution Management, 2010,38(7):497-517
[10] 常亚平,刘艳阳,阎俊.B2C环境下网络服务质量对顾客忠诚的影响机理[J].系统工程理论与实践, 2009,29(6):94-106
[11] 苏秦,刘野逸,曹鹏.C2C电子商务服务质量实证研究[J].商业研究, 2010,(3):213-216
[12] 邬贤良.网络购物环境下的电子服务质量探究[J].商业经济, 2011,(11):66-67
[13] 姚亚南,韦福祥.企业网站服务质量的探索性研究:基于交易过程的视角[J].商业经济及管理, 2012,(4):32-38
[14] Yoo B., Donthu N. Developing A Scale to Measure the Perceived Quality of An Internet Shopping Site (SITEQUAL)[J]. Quarterly Journal of Electronic Commerce, 2001,2(1):31-47
[15] Zeithaml V. A., Parasuraman A., Malhotra A. A Conceptual Framework for Understanding E-Service Quality:Implications for Future Research and Managerial Practice[R]. Working Paper, Report, No. 00-115, Marketing Science Institute, Cambridge, MA, 2000
[16] Amirosadat S. N., Esfahani M. T., Moshkforosh A. An Empirical Study of Customers' Perceptions of Service Quality and Loyalty with Using Structural Equation Modeling[J]. International Journal of Academic Research in Economics and Management Sciences, 2013,2(4):15-26
[17] Santos J. E-service Quality:A Model of Virtual Service Quality Dimensions[J]. Managing Service Quality, 2003,13(3):233-246
[18] Gummerus J., Liljander V., Pura M., Riel A. Customer Loyalty to Content-Based Web Sites:The Case of An Online Health-Care Service[J]. Journal of Service Marketing, 2004,18(3):175-186
[19] Fassnacht M., Koese I. Quality of Electronic Services:Conceptualizing and Testing a Hierarchical Model[J]. Journal of Service Research, 2006,9(1):19-37
[20] Collier J. E., Bienstock C. C. Measuring Service Quality in E-Retailing[J]. Journal of Service Research, 2006,8(3):260-275
[21] Barnes S. J., Vidgen R. T. An Evaluation of Cyber-Bookshops:The WebQual Method[J]. International Journal of Electronic Commerce, 2002,6(1):11-30
[22] Harris L. C., Mark M. H. Online Servicescapes, Trust, and Purchase Intentions[J]. Journal of Services Marketing, 2010,24(3):230-243
[23] Andreassen T. W. From Disgust to Delight:Do Customers Hold a Grudge?[J]. Journal of Service Research, 2001,4(1):39-49
[24] Nusair K., Kandampully J. The Antecedents of Customer Satisfaction with Online Travel Service:A Conceptual Model[J]. European Business Review, 2008,20(1):4-19
[25] Churchill G. A. Paradigm for Developing Better Measures of Marketing Constructs[J]. Journal of Marketing Research, 1979,16(1):64-73
[26] Spiggle S. Analysis and Interpretation of Qualitative Data in Consumer Research[J]. Journal of Consumer Research, 1994,21(3):491-503
[27] Strauss A., Corbin J. Basics of Qualitative Research:Grounded Theory Procedures and Techniques[M]. Beverly Hills, CA:Sage Publications, 1990
[28] Nunnally J. C. Psychometric Theory, 2^th Edition[M]. New York:McGraw-Hill, 1978
[29] Baumgartner H., Homburg C. Applications of Structural Equation Modeling in Marketing and Consumer Research:A Review[J]. International Journal of Research in Marketing, 1996,13(2):139-200
[30] Bagozzi R., Baumgartner H. The Evaluation of Structural Equation Models and Hypothesis Testing, in Bagozzi, R. (Ed.), Principles of Marketing Research:Methodological Foundations[M]. Cambridge, MA:Blackwell Business, 1994
[31] Fornell C., Larcker D. F. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error[J]. Journal of Marketing Research, 1981,18(1):39-50
[32] Arbuckle J. L., Wothke W. Amos 4.0 User's Guide[M]. Chicago, IL:SmallWaters Corporation, 2000
[33] Sahadev S., Purani K. Modeling the Consequences of E-Service Quality[J]. Marketing Intelligence & Planning, 2008,26(6):605-620
[34] Kassim N., Abdullah N. A. The Effect of Perceived Service Quality Dimensions on Customer Satisfaction, Trust, and Loyalty in E-commerce Settings[J]. Asia Pacific Journal of Marketing and Logistics, 2010,22(3):351-371