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eTransQual: a transaction process-based approach for capturing service quality in online shopping

[journal article]

Bauer, Hans H.; Falk, Tomas; Hammerschmidt, Maik

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Please use the following Persistent Identifier (PID) to cite this document:http://nbn-resolving.de/urn:nbn:de:0168-ssoar-5758

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Abstract Existing e-service quality scales mainly focus on goal-oriented e-shopping behavior excluding hedonic quality aspects. As a consequence, these scales do not fully cover all aspects of consumer's quality evaluation. In order to integrate both utilitarian and hedonic e-service quality elements, we apply a transaction process model to electronic service encounters. Based on this general framework capturing all stages of the electronic service delivery process, we develop a transaction process-based scale for measuring service quality (eTransQual). After conducting exploratory and confirmatory factor analysis, we identify five discriminant quality dimensions: functionality/ design, enjoyment, process, reliability and responsiveness. All extracted dimensions of eTransQual show a significant positive impact on important outcome variables like perceived value and customer satisfaction. Moreover, enjoyment is a dominant factor in influencing both relationship duration and repurchase intention as major drivers of customer lifetime value. As a result, we present conceptual and empirical evidence for the need to integrate both utilitarian and hedonic e-service quality elements into one measurement scale.
Keywords electronic business; service; quality; scale construction
Classification Economic Sectors
Method empirical
Free Keywords electronic service quality; online shopping; transaction process; scale developmente
Document language English
Publication Year 2006
Page/Pages p. 866-875
Journal Journal of Business Research, 59 (2006) 7
Status Published Version; reviewed
Licence Creative Commons - Attribution-Noncommercial-No Derivative Works