Beitrag, Englisch, 10 Seiten, ELSEVIER B.V.
Herausgeber / Co-Autor: H. H. Bauer / T. Falk / M. Hammerschmidt
Erscheinungsdatum: 2006
Quelle: Journal of Business Research, Vol. 59, No. 7, p. 866-875
Seitenangabe: 866-875
Aufrufe gesamt: 950, letzte 30 Tage: 1
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.