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Perceived e-service quality (PeSQ): measurement validation and

effects on consumer satisfaction and web site loyalty

Article in Managing Service Quality · January 2007

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Perceived
Perceived e-service quality e-service quality
(PeSQ) (PeSQ)
Measurement validation and effects on
consumer satisfaction and web site loyalty 317
Eduard Cristobal
Department of Business Administration and Economic Management of Natural
Resources, University of Lleida, Lleida, Spain, and
Carlos Flavián and Miguel Guinalı́u
Faculty of Economics and Business Studies, University of Zaragoza,
Zaragoza, Spain

Abstract
Purpose – The objectives of this article are to develop a multiple-item scale for measuring e-service
quality and to study the influence of perceived quality on consumer satisfaction levels and the level of
web site loyalty.
Design/methodology/approach – First, there is an explanation of the main attributes of the
concepts examined, with special attention being paid to the multi-dimensional nature of the variables
and the relationships between them. This is followed by an examination of the validation processes of
the measuring instruments.
Findings – The validation process of scales suggested that perceived quality is a multidimensional
construct: web design, customer service, assurance and order management; that perceived quality
influences on satisfaction; and that satisfaction influences on consumer loyalty. Moreover, no
differences in these conclusions were observed if the total sample is divided between buyers and
information searchers.
Practical implications – First, the need to develop user-friendly web sites which ease consumer
purchasing and searching, thus creating a suitable framework for the generation of higher satisfaction
and loyalty levels. Second, the web site manager should enhance service loyalty, customer sensitivity,
personalised service and a quick response to complaints. Third, the web site should uphold sufficient
security levels in communications and meet data protection requirements regarding the privacy.
Lastly, the need for correct product delivery and product manipulation or service is recommended.
Originality/value – Most relevant studies about perceived quality in the internet have focused on
web design aspects. Moreover, the existing literature regarding internet consumer behaviour has not
fully analysed profits generated by higher perceived quality in terms of user satisfaction and loyalty.
Keywords Internet, Electronic commerce, Customer satisfaction, Consumer behaviour, User studies
Paper type Research paper

Introduction
Internet consumer loyalty is difficult and costly (van Riel et al., 2001), and requires a
quality service that satisfies the consumer. Numerous studies show that higher
perceived web site quality and customer service lead to higher profitability levels (e.g. Managing Service Quality
Vol. 17 No. 3, 2007
pp. 317-340
q Emerald Group Publishing Limited
The authors are grateful for the financial support of the Aragón Government (S-46), the Ministry 0960-4529
of Science and Technology (SEC2005-4972; PM34); and FUNDEAR. DOI 10.1108/09604520710744326
MSQ Hoffman et al., 1995; Lohse and Spiller, 1998, 1999; Vanitha et al., 1999; Tilson et al.,
17,3 1998; Yang Xia et al., 2003). However, despite the importance of perceived quality on
the internet, most relevant studies have focussed on web design aspects (e.g. Li
Hairong et al., 1999; Mandel and Johnson, 1999; Menon and Khan, 1997). In general
terms, we can say that the concept of web site design considers the following factors:
.
The ease of understanding the structure of a system, its functions, interface and
318 the contents that can be observed by the user.
.
Simplicity of use of the web site in its initial stages.
.
The speed with which the users can find what they are looking for.
.
The perceived ease of site navigation in terms of time required and action
necessary in order to obtain the desired results.
.
The ability of the user to control what they are doing, and where they are, at any
given moment.

With the development of internet commerce the physical business unit has been
replaced by a web site. Based on these studies, it seems reasonable to assume that in
the new electronic environment, perceived web site usability is a very important part of
the store’s image and can influence shopping behaviour. In fact, with the passing of
time web site design has come to be seen as a key factor when the services that an
organisation provides for its consumers use the Internet as a channel of
communication. Indeed, Kim and Eom (2002) have concluded that web site designs
of critical importance in achieving the global satisfaction of the user. According to
previous studies it is necessary to improve the literature by studying which aspects of
web site service – beyond and web site design and usability – determine the
consumer’s perceived quality.
Moreover, the existing literature regarding internet consumer behaviour has not
fully analysed profits generated by higher perceived quality in terms of user
satisfaction and loyalty. In our opinion previous literature are not sufficient
because there is not a global perspective in the study of perceived web site quality
components and their effects. So we wish to develop a more global model which
can explain both aspects: components of quality and consequences. Consequently,
the results derived from higher levels of perceived quality should be studied in
depth.
Considering the limitations observed in previous work, this study will analyse the
construct of perceived quality in internet service distribution. The objectives of this
article can be divided as follows:
.
to develop a multiple-item scale for measuring e-service quality which includes
additional aspects to web site design; and
.
to study the influence of perceived quality on consumer satisfaction levels and
the level of web site loyalty.

First, in order to meet the above objectives, a review of the most relevant literature
regarding the concepts analysed is developed. Second, the hypotheses are described.
Third, the hypotheses are empirically verified. Lastly, the study’s main conclusions
and management recommendations are discussed.
Measurement of e-service quality Perceived
With the ever-increasing use of e-commerce the need to appraise service has moved to the e-service quality
virtual world. To this end, different studies have been carried out, the majority of which
being aimed at developing measurement scales adapted to this new medium (see Table I). (PeSQ)
With the purpose of simplifying the review of the literature, the different studies of online
service quality have been split into two categories according to their focus: online retailing
services and web site design quality. These studies reflect various aspects of online 319
service quality thus enabling the development of a structured outline in our research.

Online retailing services

In keeping with earlier research on service quality in conventional distribution channels,
Zeithaml et al. (2000, 2001, 2002) and Parasuraman et al. (2005) carried out a study on
internet service quality, from which they developed the e-SQ scale. This scale is defined
as the degree to which a web site facilitates effective and efficient purchasing. At the
onset, the e-SQ scale comprised 11 dimensions (Zeithaml et al., 2001). However, later
studies lowered this figure to seven (Parasuraman et al., 2005). Gefen (2002) maintains
that service quality dimensions may be divided into three categories: tangibles; a
combined dimension of responsiveness, reliability and assurance; and empathy. In
keeping with this is the .comQ scale by Wolfinbarger and Gilly (2002). This scale is made
up of 14 items divided into four factors: web site design; reliability; privacy/security;
customer service. Cox and Dale (2001) show which traditional dimensions of service
quality (e.g. competence, courtesy, clarity, comfort and friendliness) were not relevant to
online sales. However, other factors (e.g. accessibility, communication, credibility and
appearance) were very important to being successful in an online environment. Lastly,
Madu and Madu (2002) identify 15 dimensions: performance; features; structure;
aesthetics; reliability; storage capacity; serviceability; security and system integrity;
trust; responsiveness; product/service differentiation and customization; web store
policies; reputation; assurance; and empathy.

Web site design quality

Yoo and Donthu (2001) have developed the SITEQUAL scale to measure the perceived
quality of an online shop. This led to a nine-item scale of four dimensions: ease of use,
aesthetic design, processing speed and security. For their part, Barnes and Vidgen (2002)
developed the WebQual 4.0. scale, made up of 22 items divided into five dimensions:
usability, design, information, trust, and empathy. Liu and Arnett (2000) highlight the
presence of four factors: information and service quality, system use, playfulness, and
system design quality. And lastly, Loiacono et al. (2002) created the WebQualTM scale,
composed of 36 items and 12 dimensions: informational fit to task; interactivity; trust;
response time; design appeal; intuitiveness; visual appeal; innovativeness; flow
(emotional appeal); integrated communication; business process; substitutability.
Despite efforts made to measure the quality construct perceived in internet service
distribution, it is considered that research in this area is still at an early phase (van Riel
et al., 2001). In fact, we may observe some deficiencies in early work.
First of all, many of the studies are found to focus on technical aspects (such as
fonts, colours, number of clicks etc.), thus it would seem reasonable to study additional
aspects in depth, such as those that allow us to explain the relationships between
online service quality and satisfaction or the intention to purchase again.
MSQ
Author Dimensions Web site analyzed
17,3
Web site design quality
Liu and Arnett (2000) 1. Quality of Information Webmasters for Fortune 1,000
2. Service companies
3. Security
4. Playfulness perceived by consumers
320 5. Design of the web site
Loiacono et al. (2000) 1. Informational fit to task Web sites selling books, music,
TM
WEBQUAL 2. Interactivity airline tickets and hotel
3. Trust reservations
4. Response time
5. Design appeal
6. Intuitiveness
7. Visual appeal
8. Innovativeness
9. Flow (emotional appeal)
10. Integrated communication
11. Business process
12. Substitutability
van Riel et al. (2001) 1. Core service Medical information portal web
2. Supporting services
3. User interface
Yoo and Donthu (2001) 1. Ease of use Online shopping sites
SITEQUAL 2. Aesthetic design
3. Processing speed
4. Security
Barnes and Vidgen (2002) 1. Web site usability Internet bookstores
WEBQUAL 4.0 2. Information quality
3. Service interaction
Yang et al. (2004) 1. Usability Web portals
2. Usefulness
3. Adequacy of information
4. Accessibility
5. Interaction

Online retailing services

Wolfinbarger and Gilly 1. Web site design Online shopping sites
(2001, 2002, 2003 2. Reliability
ECOMQ/ETAILQ 3. Privacy/security
4. Customer service
Madu and Madu (2002) 1. Performance Online shopping sites
2. Features
3. Structure
4. Aesthetics
5. Reliability
6. Storage Capacity
7. Serviceability
8. Security and system integrity
9. Trust
10. Responsiveness
11. Product/service differentiation and
customization
12. Web store policies
Table I. 13. Reputation
Review of the main 14. Assurance
studies on perceived 15. Empathy
quality on the internet (continued)
Author Dimensions Web site analyzed Perceived
Zeithaml et al. (2001) 1. Reliability Online shopping sites
e-service quality
E-SERVQUAL 2. Responsibility (PeSQ)
3. Access
4. Flexibility
5. Ease of navigation
6. Efficiency 321
7. Assurance/rrust
8. Security
9. Price knowledge
10. Site aesthetics
11. Customization/personalization
Cox and Dale (2001) 1. Accesibility Online shopping sites
2. Communication
3. Credibility
4. Understanding
5. Appearance
6. Availability
Parasuraman et al. (2005) Seven dimensions that form a core and a Online shopping sites
E-S-QUAL/E-RecS-QUAL recover service scale
Core e-SQ
1. Efficiency
2. System availability
3. Fulfillment
4. Privacy
Recovery e-SQ
1. Responsiveness
2. Compensation
3. Contact Table I.

Second, many empirical studies use online surveys, which restrict the results in
different ways (e.g. internet-user influenced sample, voluntary questionnaires, etc.). In
fact, online service quality studies using personal interviews are few and far between
(Yang and Fang, 2004). Moreover, the use of personal interviews is usually
subordinated by the presence of a limited number of participants, which prevents the
identification of sufficiently explanatory dimensions (van Riel et al., 2001). These
constraints lead us to propose a research project to answer the following questions:
Q1. What dimensions of online services are of vital importance to consumer
service quality assessment?
Q2. What kind of influence does perceived quality have on consumer satisfaction
levels and the degree of web site loyalty?

Proposed dimensions for the measurement of perceived quality in the

distribution of services on the internet
Taking into account the limitations observed in earlier studies, this work develops a
new instrument for measuring perceived quality in the distribution of internet services.
Let us start by looking at measurement instruments designed in previous work, and in
particular the SERVQUAL scale, as this has been successfully applied to numerous
sectors, both in physical and virtual environments. In fact, various online service
quality studies are based on the SERVQUAL scale (e.g. Barnes and Vidgen, 2002;
MSQ Loiacono et al., 2000, Wolfinbarger and Gilly, 2003; Parasuraman et al., 2005), which
17,3 allows a comparison of results. The proposed scale, called Perceived e-Service Quality
(PeSQ) is composed of four dimensions.

Web design
This dimension is related to the design of the web site (e.g. contents layout, contents
322 updating and user-friendliness), and coincides with the proposals of previous studies
(e.g. Loiacono et al., 2000; Barnes and Vidgen, 2002; Aladwania and Palvia, 2002; Yang
and Fang, 2004; Yang et al., 2004).
Wolfinbarger and Gilly (2001) state that the availability of information is one of the
most important aspects of online purchasing. In terms of online purchasing versus
offline purchasing, online purchasers perceive a benefit in the fact that they receive
information directly from the web site without having to seek out a salesperson
(Zeithaml et al., 2002). Another benefit perceived by internet users is the reduction in
search costs, especially in information-related products (Alba et al. 1997; Bakos, 1997).
A large amount of freely available information – if it is well organised and easily
accessed – is frequently mentioned by consumers as an important reason to purchase
on the internet (Vanitha et al., 1999; Li Hairong et al., 1999; Wolfinbarger and Gilly,
2001). Thus, in the design of an online shop, offering enough information to compare
products and make a good choice is very important.

Customer service
At the onset of e-commerce it was thought that success was guaranteed merely by
being present on the internet and offering low prices. These days, however, customer
service has proved itself to be a key element for achieving good results in an online
shop (Zeithaml et al., 2002). Consumers expect to be able to complete transactions
correctly, to receive personalised attention, to have the product delivered on time, to
have their emails answered quickly and to have access to information. Web site
management should ensure these expectations are met in the best way possible.
The majority of the scales previously developed consider attributes related to
customer service (e.g. Liu and Arnett, 2000; van Riel et al. 2001; Madu and Madu, 2002;
Wolfinbarger and Gilly, 2003). This dimension is related to service reliability, customer
sensitivity, a personalised service and a fast response to complaints.
The original conceptualisation of service quality by Parasuraman et al. (1985)
included the following dimensions of customer service: sensitivity, courtesy and
customer knowledge. The subsequent SERVQUAL scale (Parasuraman et al. 1988)
included sensitivity (willingness to help customers) and empathy dimensions (individual
attention). Courtesy was relocated into the trust dimension of SERVQUAL. The other
elements of this trust dimension were more closely linked to privacy and security, which
has been shown to be a different dimension in the virtual context.

Assurance
The assurance attribute is the term given in the services world to describe the
sensation that a supplier of customer services transmits in terms of security and
credibility (Parasuraman et al., 1998). In an online environment, security is probably
better defined when it is contemplated alongside the notion of privacy (Wolfinbarger
and Gilly, 2002).
 On the whole, it is considered that the lack of confidence motivated by the absence Perceived
of security and privacy in the online environment is one of the main obstacles to e-service quality
e-commerce development. Therefore, this dimension is understood to be essential when
assessing online service quality and this is demonstrated by the fact that it is present in (PeSQ)
much of the work on online service quality (e.g. Liu and Arnett, 2000; Yang et al., 2001;
Zeithaml et al. 2001; Yoo and Donthu, 2001; Wolfinbarger and Gilly, 2003; Long and
McMellon, 2004, amongst others). 323
This dimension includes incorporating security elements and communicating them
to customers, guaranteeing confidentiality, confirming the purchase, etc. In short,
conveying a secure and reliable image.

Order management
This dimension relates to the possibility of modifying and/or postponing the
purchasing process at any given moment and with no obligation, and of obtaining
information on product availability at the moment of purchase.
Order management effectiveness holds considerable weight in the assessment of a
commercial service, whether conventional or online. Many studies reflect just this (e.g.
Loiacono et al., 2000; Yoo and Donthu, 2001; Zeithaml et al., 2002; Wolfinbarger and
Gilly, 2002; Kim and Stoel, 2004; Long and McMellon, 2004).
In an offline context, reliability is defined as the “ability to perform the promised
service dependably and accurately” (Parasuraman et al., 1988, p. 23). In the online
world this concerns the delivery of the product in good condition, on time, and exactly
as it was displayed on the web site. Lest we forget, the more technical aspects of the
correct functioning of web applications (Zeithaml et al., 2002) are important when
ensuring optimum order management.

Hypotheses formulation
Influence of service quality on satisfaction
Anderson et al. (1994) have shown that service quality has a positive effect on
satisfaction and subsequently on company profitability. According to the researchers
the economic results of increasing consumer satisfaction are demonstrated in the long
term and have a direct effect on purchasing intentions. Iacobucci et al. (1994) reached
the same conclusions, stating that service quality and consumer satisfaction are
important in marketing terms because the assessment of a purchase determines the
probability of a follow-up purchase and ultimately, company success. Rust and
Zahorik (1993) postulate that the improvement of service quality leads to an increase in
perceived quality and that this, in turn, increases consumer satisfaction. Parasuraman
et al. (1985) indicate that quality contributes to a larger market share and to the
recovery of investment, as well as a drop in manufacturing costs and a rise in
productivity. Moreover, Cronin and Taylor (1992) studied the relationship between
perceived service quality, consumer satisfaction and purchasing intentions, arriving at
the conclusion that service quality determines consumer satisfaction, that consumer
satisfaction has a significant effect on purchasing intentions, and that service quality
has less effect on purchasing intentions than consumer satisfaction.
Turning our attention to contextualised studies on relationships established on the
internet, it should be pointed out that aspects such as information quality or
user-friendliness have positive repercussions on the level of consumer web site
MSQ satisfaction (Zeithaml et al., 2002). Wolfinbarger and Gilly (2002) indicate that
17,3 effectiveness in order management is the most important determining factor of
consumer satisfaction. Finally, in a project carried out by Yang and Fang (2004) in
which the possible link between the dimensions of online service quality and
satisfaction were studied, the most frequently cited service quality dimensions leading
to satisfaction were: responsiveness, competence, user-friendliness, service reliability,
324 courtesy, service portfolio, and continuous improvement. It is clear that the authors
highlight dimensions related to customer attention, amongst others, as a source of
satisfaction. Moreover, it has been considered one of the most important drivers of
e-service satisfaction (Petersen, 2001; Urban et al., 2000; Wingfield and Rose, 2001).
In keeping with the above arguments, it is reasonable to think of a close relationship
in place between perceived quality and consumer satisfaction, which brings us to
propose the following work hypothesis:
H1. Higher levels of perceived quality in web site services foster higher levels of
user web site satisfaction.

The influence of service quality and satisfaction on web site loyalty

Service quality perception is positively related to purchasing intention (Boulding et al.,
1993). In fact, quality has positive consequences for purchasing intentions,
on-word-of-mouth recommendations and on the willingness to pay a higher price for
the service. The existence of a relationship between service quality and the retention of
customers at a higher level indicates that service quality has an impact on individual
consumer behaviour (Zeithaml et al., 1996).
Substantial research has emphasised the need to discover how to improve loyalty
levels and consumer intentions to purchase on the internet (Abbott et al., 2000; Vanitha
et al., 1999). Indeed, Wolfinbarger and Gilly (2002) say perceived quality is the second
most important predictor of loyalty and intention to repeat a purchase. For Taylor
Nelson Sofres Interactive (2002), there are two main reasons why consumers do not
purchase online: first, they do not want to give out credit card information for security
reasons; second, they consider it safer to buy in conventional shops than in online
shops. According to the CIB (2003) spam is, after transport costs, the second most
important drawback to online purchasing. Likewise, aspects such as how user-friendly
the web site is have been put forward as determinants of web site loyalty levels
(Flavián et al., 2006). Gummerus et al. (2004), in a study applied in healthcare web sites,
stated that loyalty to the health web site is satisfaction-driven, but that trust is the
main antecedent of satisfaction. In other work focused in examining the antecedents of
consumer loyalty toward internet portals, Jyh and Chung (2006) demonstrated that
consumers’ specific asset investment on an internet portal exerted a positive impact on
loyalty intention, whereas perceived opportunism toward an internet portal exerted a
negative influence on loyalty intention. Ball et al. (2006) carried out an investigation in
the banking industry where they studied the effect of service personalization on
loyalty. They said that the effect of service personalization on loyalty exists, but that
the effect is not direct at all. Personalization works by improving service satisfaction
and trust. Parasuraman et al. (2005) indicate that fulfilment (related to order
management) is one of the most influential factors, not just in perceived quality
assessment, but also in loyalty intentions. In the same direction Semeijn et al. (2005)
carried out a study that concludes that offline fulfilment appears to be at least as
important as web site performance. On other hand, Ribbink et al. (2004), conducted a Perceived
study where e-trust was found to affect directly loyalty. In this paper, the e-service e-service quality
quality dimension influences loyalty via e-trust and e-satisfaction. Other e-quality
dimensions, such as ease of use, e-scape, responsiveness, and customization influence (PeSQ)
e-loyalty mainly indirectly, via satisfaction. Anderson and Srinivasan (2003), indicated
in their investigation, that although e-satisfaction has an impact on e-loyalty, this
relationship is moderated by consumers’ individual level factors and firms’ business 325
level factors. Among consumer level factors, “convenience motivation” and “purchase
size” were found to accentuate the impact of e-satisfaction on e-loyalty, whereas
“inertia” suppresses the impact of e-satisfaction on e-loyalty. Regarding business level
factors, both “trust” and “perceived value”, developed by the company, significantly
accentuates the impact of e-satisfaction on e-loyalty. Lastly, it should be noted that
Tam (2003) proposes a model that explains online consumer loyalty where factors such
as web design, security and privacy and customer service have a huge influence on
loyalty.
As a result of the above arguments the following work hypothesis may be proposed:
H2. Higher levels of perceived quality in web site services foster higher levels of
web site loyalty.
The securing of higher levels of consumer satisfaction leads to an improvement in both
purchasing intentions and loyalty levels (Anderson and Sullivan, 1990; Yoon and Kim,
2000). The individual who perceives that the business complies with the agreed
conditions, believes that this behaviour will continue in the future, which is why their
willingness to continue the relationship is strengthened, in turn increasing the number
of exchanges and the degree of commitment. At the same time, the attraction of other
alternatives on the market, within the same product category, is weakened, which is
why the business’s capacity to satisfy customer needs prevents both the customer’s
withdrawal and the arrival of new competitors. Thus, satisfaction becomes a
differentiating mechanism for what the company has to offer. In keeping with the
aforementioned arguments, we can say that the fulfilment of a user’s web site
expectations leads to the increase in the user’s future purchasing intentions and will
increase their visit frequency, just as other authors have suggested (e.g. Shankar et al.,
2003). Consequently, it is possible to make the following work hypothesis:
H3. Higher web site service satisfaction levels foster web site loyalty levels.

Validation analysis
One of the main objectives of this study is the attainment of an instrument to measure
customers’ perceived service quality regarding services provided by online shops. In
order to do that, we followed an adaptation of the most recurrent methodologies in
social sciences (e.g. Churchill, 1979; Ping, 2004).
Phase 1. Dominion specification. The dominion specification was realized from a
literature review. At first the subject was specified according to the review of the
existing literature. Thus, the service quality perceived by a consumer will be defined as
the valuation that the consumer makes of the excellence or superiority of the service
(Zeithaml, 1988). We are dealing with a form of attitude, related to, yet not equivalent
to, satisfaction (Parasuraman et al., 1988).
MSQ Phase 2. Dimensional identification. The previous literature review allowed
17,3 identifying as start point a set of items grouped around three dimensions: technical
quality, functional quality and image (Grönroos, 1988). These three dimensions
included every attributes which can affect the perception of quality in the consumer.
Phase 3. Content and face validity. The initial generation of items was based on the
review of the literature on quality and e-commerce; and on the completion of an earlier
326 explanatory study by means of in-depth interviews with people linked to service
quality and e-commerce. This review guaranteed the content validity of the scale (see
Appendix), that is, the degree to which a scale represents a correct sample of the
theoretical content domain of a construct (Nunnally and Bernstein, 1994). The result of
this process was an extensive list of 86 items in the seven-point Likert scale.
Nonetheless, given the extent of the initial scale it was necessary to reduce it. This
reduction had the objective of guaranteeing the face validity of the measurement
instrument. Face validity is habitually confused with content validity, and is defined as
the degree that respondents judge that the items are appropriate to the targeted
construct (Anastasi, 1988). Face validity was tested through a Delphi process. Based on
the responses received by the panel of experts, items with a lesser degree of consensus
were eliminated and the application of the suggestions received was initiated. With this
reduction using the Delphi method, the measurement scale was formed by 31 items,
with a sufficient degree of face and content validity.
Phase 4. Pre-test. Once the initial set of items was obtained, a pilot study was carried
out on a sample of 54 individuals, divided into two subgroups, with the objective of
purging the scale and checking the results on the target population (degree of
difficulty, scope of the questionnaire, writing up of remarks, valuation of the response,
etc.) and finally to determine the most appropriate type of formulation. This pre-test led
to a final total of 25 items.
Phase 5. Data collection (see Table II).
Satisfaction and loyalty were measured by a single item, similarly to others authors
(e.g. Bahr, 1982; Parasuraman et al., 1988). Their content and face validity was analyzed
through the same procedures of perceived service quality scale. However, these two
scales were not submitted to process below because they coincided with previous
studies. The satisfaction scale has its origin in Oliver and Bearden (1983) or Oliver and
Linda (1981). Satisfaction was measured in an interval of 7 points (1 very unsatisfied-7
very satisfied). Loyalty scale was developed from Parasuraman et al. (2005). Loyalty was
measured in an interval of 7 points (1 – less frequent; 4 – equally; 7 – more frequent).
In studies on the valuation of perceived quality in services, the criteria used in the
works of Parasuraman et al. (1988) which resulted in the creation of the SERVQUAL scale

Population Internet users, who had visited, bought or used the

services offered by an internet service, at least one
time during previous three months.
Sample 461 cases (error ^ 4.66% to a confidence level of
95.5% (k ¼ 2 and P ¼ Q ¼ 50%)
Process Simple random sampling
Table II. Place and date Barcelona (Spain); June, 2001
Data collection Survey administration Personal interview; semi-structured questionnaire
are followed on the whole. In the SERVQUAL scale the concept of recent user refers to Perceived
having used the services in each one of the sectors in the last three months. Consequently, e-service quality
in our research project, for an individual to be considered an online shopper and, therefore,
the object of our study, they should have visited, bought or used the services of an online (PeSQ)
shop at least once in the three months directly prior to the survey.
Unlike the SERVQUAL scale, only perceptions were assessed. This decision was
based on the following arguments: 327
.
The SERVQUAL instrument is based on a disconfirmatory paradigm instead of
an attitudinal paradigm. Cronin and Taylor (1992, p. 55) state that the
conceptualisation of service quality as an attitude and the operativisation by
means of the disconfirmatory paradigm of service quality is inadequate, due to
the fact that the use of the disconfirmatory paradigm is adequate for the
measurement of satisfaction (Oliver, 1980), but not for the measurement of
perceived quality, given that if it is conceptualised as an attitude, it should
operativise itself as such.
. Buttle (1996) made two criticisms of the definition of service quality as the
difference between expectations and perceptions. The first is that the
expectations of a customer may be low as a consequence of previous contact
with the service. If these expectations, reduced by experience, are covered there
will not be a “gap” and the service quality will be satisfactory although the
perception is low (poor service paradox). This is a situation that can easily occur
in an online environment. Expectations may also be low due to lack of knowledge
of the online environment and therefore to not having previous experience in
interaction with online shops. The second is that the damaging effect of the
negative confirmation (perceptions lower than expectations) is greater than the
benefits provided by the positive confirmation (perceptions equal to or higher
than expectations) given that for the customers it is easier to criticise poor service
than to praise excellent service.

Initial reliability analysis

In order to assess the perceived service quality scale we first developed an initial
exploratory analysis of reliability and dimensionality (Churchill, 1979; Anderson and
Gerbing, 1988). We valued the 25 items which compose the scale according to the
Cronbach’s alpha indicator, considering a minimum value of 0.7 (Nunnally, 1978). The
item-total correlation was used to improve the levels of Cronbach’s alpha, considering a
minimum value of 0.3 (Nurosis, 1994). After these processes five items had to be
eliminated. Finally, the scale was composed by 18 items, with levels of item-total
correlations higher than 0.3 and a Cronbach’s alpha of 0.884.

Dimensionality analysis
The dimensionality of the scale was first assessed through principal components
analysis (Hair et al., 1998). The criterion followed for the extraction of the factors was to
have an auto-value higher than 1. Moreover it was demanded that factorial loadings
were higher than 0.7 points and a significative total explained variance. The first PCA
supposed the extraction of four factors and a high variance. However one of the factor
loadings was lower than 0.7. Consequently a new PCA was generated. The second
factorial analysis extracted four factors too. All factor loadings were higher than 0.7.
MSQ The model explained the 53.532 percent of the variance. The Appendix shows the items
17,3 which compose each of the factors extracted. These items conformed representative
factors of the four dimensions initially proposed by the Perceived e-Service Quality
scale (PeSQ): web design, customer service, assurance and order management.
A confirmatory model development strategy (Hair et al., 1998) was followed to
confirm the dimensional structure of the perceived service quality scale, as well as the
328 level of internal consistency (Ping, 2004). This strategy supposes the consideration of
the criteria set proposed by Jöreskog and Sörbom (1993):
.
the weak convergence criterion (Steenkamp and Van Trijp, 1991) means
eliminating indicators that do not show significant factor regression coefficients
(t student . 2:58; p ¼ 0:01);
. the strong convergence criterion (Steenkamp and Van Trijp, 1991) involves
eliminating non-substantial indicators, that is to say, those whose standardized
coefficients are lower than 0.5 (Hildebrant, 1987);
.
Jöreskog and Sörbom (1993) also suggest eliminating the indicators that
contribute least to the explanation of the model, taking as a cut-off point R2 , 0.3;
and
.
eliminate items with a lower R2 value, when the model fit is not acceptable.

In order to achieve sufficient levels of convergence and R2 two items were eliminated.
The model fit was correct (CFI ¼ 0:907; RCFI ¼ 0:931; GFI ¼ 0:920; RMSEA ¼ 0:066;
normed Chi-Squared ¼ 2.996).
In order to confirm the existence of multidimensionality in the PeSQ scale, a rival
model’s strategy was developed (Hair et al., 1998; Anderson and Gerbing, 1988). It
compared a second order model in which various dimensions measured the
multidimensional construct under consideration, with a first order model in which all
the items weighed on a single factor (Steenkamp and Van Trijp, 1991). The results
showed that the second order model had a much better fit than the first order model
(see Table III). These results led us to conclude that the perceived service quality
showed a marked multidimensional nature.

Composite reliability
Although the Cronbach’s alpha indicator is the most frequent test to assess reliability,
it may underestimate reliability. Consequently, it has been suggested the use of the
composite reliability (Jöreskog, 1971), considering a cut-off value of 0.60 (Nunnaly and
Bernstein, 1994). The results were satisfactory: web design (0.71); customer service
(0.73), assurance (0.72) and order management (0.70).

First order model Second order model

RMSEA 0.092 0.066

GFI 0.856 0.918
Table III. CFI 0.809 0.906
Analysis of RCFI 0.850 0.930
multidimensionality Normed Chi-squared 4.914 2.984
Construct validity Perceived
Construct validity was assessed considering two types of criteria: convergent and e-service quality
discriminatory validity.
Convergent validity. It was tested by checking that the factor loadings of the (PeSQ)
confirmatory model were statistically significant (level of 0.01) and higher than 0.5
points (Sanzo et al., 2003).
Discriminatory validity. The discriminatory validity was confirmed through three 329
distinct criteria. First, the correlation between the different variables in the confirmatory
models was tested to make sure that they did not exceed 0.8 points as this would indicate
a low discrimination between them (Bagozzi, 1994). Second, we checked that the value 1
did not show that it was in the confidence interval of the correlations between the different
variables of the confirmatory model. Finally, the correlation between each pair of
confirmatory model variables was fixed at 1 and a chi-squared difference test was carried
out. The results showed an acceptable level of discrimination (see Table IV).

Structural model analysis

In order to test the structural model, each of the dimensions corresponding to perceived
service quality was replaced by its arithmetical mean (method of parceling). It is a
common practice among researchers (e.g. Roberts et al., 2003), which can only be done
if the correct fit of a second order factorial model has been checked (see Table I).
Satisfaction and loyalty was measured by a single item. In order to included a single
item in the structural model we fixed its error variance to 0.20 times the variance of the
item, so that we assumed that its reliability was 0.80 (Iglesias and Vázquez, 2001).
The results of the structural model showed that the direct effect of perceived service
quality (the SERVQUAL variable in Figure 1) on satisfaction was significant (level of
0.01) and positive, and so H1 was accepted. Second, perceived service quality had not a
significative effect on loyalty, and so H2 was rejected. Finally H3 was accepted due to
significative and positive effect of satisfaction on loyalty (level of 0.1). This result
showed us the mediating role played by satisfaction in the relationship between
perceived service quality and loyalty. Finally, mention should be made of the notable
fit obtained in the structural model (CFI ¼ 0:989; RCFI ¼ 0:993; GFI ¼ 0:988;
RMSEA ¼ 0:047; normed chi-squared ¼ 2.029).

Multisample analysis
In order to assess the generalization capacity of the obtained results a multisample
analysis was performed. This type of analysis allows us to contrast the possible differences

Correlations Confidence interval Chi-squared differences

CS-WD 0.65 * (0.55; 0.74) 403.922 (gl ¼ 1; p , 0.01)

CS-SP 0.75 * (0.66; 0.84) 420.473 (gl ¼ 1; p , 0.01)
CS-OM 0.64 * (0.48; 0.79) 282.747 (gl ¼ 1; p , 0.01)
WD-SP 0.74 * (0.66; 0.82) 470.032 (gl ¼ 1; p , 0.01)
WD-OM 0.78 * (0.65; 0.92) 255.567 (gl ¼ 1; p , 0.01)
SP-OM 0.73 * (0.57; 0.88) 261.820 (gl ¼ 1; p , 0.01)
Table IV.
Note: * coefficients significant to a level of 0.01 Discriminatory validity
MSQ
17,3

330

Figure 1.
Structural model:
standardized solution

between two or more groups. We divide the total sample into two groups according a
variable which measured if consumer had bought on the web site (buyers group), or only
had obtained information about the distributed services (information searchers group).
First, multisample analysis generates an individual structural solution for each
group. Table V shows the data. For the buyers group, data shows that hypotheses H1
(level of 0.01) and H3 (level of 0.1) must be accepted. Similar results are observed for the
information searchers group, due to hypotheses H1 (level of 0.01) and H3 (level of 0.01)
are accepted. Fit indicators are acceptable (CFI ¼ 0:983; GFI ¼ 0:980;
RMSEA ¼ 0:041; Normed Chi-Squared ¼ 1.753).
Second, multisample analysis offers information about the significance of the
differences between the coefficients of the two models. To assess these differences we
use the LMTest. This contrast analyzes the variation of the Chi-squared when the
constraint of equalizing one of the coefficients is eliminated. Thus LMTest assesses if
the elimination of this constraint supposes a significative change in the Chi-squared,
and as a consequence a significative improvement in the model fit. Table VI suggests
that there are not significative differences between the models to a level of 0.05.

Buyers Information searchers

(n ¼ 267) (n ¼ 194)
Standardized Standardized
Causal relationship coefficient t-value coefficient t-value
Table V.
Multisample analysis: Perceived service quality ! satisfaction (H1) 0.694 8.722 0.345 3.995
estimated coefficients and Perceived service quality ! web site loyalty (H2) 2 0.198 2 0.860 0.035 0.375
t-values Satisfaction ! web site loyalty (H3) 0.597 1.906 0.335 4.442
Conclusions Perceived
The growing level of competition that can be observed on the internet requires the e-service quality
analysis of factors that can fully explain which aspects largely determine consumer
loyalty. Amongst these explanatory factors, perceived quality of a web site or the (PeSQ)
degree of satisfaction of the individual with said web site can be especially relevant.
An initial and notable result of this research project is the attainment of the PeSQ
scale. This scale, supported by an in-depth review of the literature to date and the most 331
advanced mechanisms of empirical validation, comprises four dimensions that
characterise the perceived quality construct on the internet (web design, customer
service, assurance, order management). Web design is related to the design of the web
site (e.g. contents updating and usability levels), and coincides with the proposals of
previous studies (e.g. Aladwania and Palvia, 2002; Yang and Fang, 2004; Yang et al.,
2004). In fact we suggest that in the design of an online shop, offering enough
information to compare products and make a good choice is very important. Customer
service has proved itself to be a key element for achieving good results in an online
shop (Zeithaml et al., 2002). Consumers expect, for instance, to be able to complete
transactions correctly and to receive personalised attention. The assurance attribute is
the term given in the services world to describe the sensation that a customer services
supplier transmits in terms of security and credibility (Parasuraman et al., 1998). In an
online environment, security is probably better defined when it is contemplated
alongside the notion of privacy (Wolfinbarger and Gilly, 2002). Online privacy affects
aspects such as the obtaining, distribution or the non-authorized use of personal
information (Wang et al., 1998). New technology’s growing capacity for information
processing, plus its complexity, have made privacy an increasingly important issue.
This is giving rise to marked consumer distrust as to how their personal data is being
gathered and processed. The quantitative importance of this issue is shown by Udo
(2001), who points out that the protection of privacy is the greatest concern of internet
purchasers. On the other hand, the lack of security as perceived by online consumers is
another of the main obstacles to the development of e-commerce (Furnell and Karweni,
1999). The reason for this is the possibility that financial data might be intercepted and
put to fraudulent use (Jones et al., 2000). Kolsaker and Payne (2002) maintain that
security reflects perceptions regarding the reliability of the means of payment used and
the mechanisms of data transmission and storage. Thus, what we are talking about
here are the technical aspects that ensure the integrity, confidentiality, authentication
and non-recognition of transactions. The integrity of an information system refers to
the impossibility of the transmitted or stored data being modified by third parties
without permission. Confidentiality involves the data being seen by authorized
individuals. Authentication allows a certain operation to be carried out only after
identification, or if there are guarantees of the identity of the party one is dealing with
(e.g. a web site). Finally, non-repudiation refers to procedures that prevent an

Constraints d.f. Chi-squared differences Likelihood

Perceived service quality ! satisfaction (H1) 1 3.454 0.063 Table VI.

Perceived service quality ! web site loyalty (H2) 1 0.020 0.888 Multisample analysis.
Satisfaction ! web site loyalty (H3) 1 0.506 0.477 LMTest
MSQ individual or organization from denying that they had carried out a certain operation
17,3 (e.g. a purchasing order). Order management relates to the possibility of modifying
and/or postponing the purchasing process at any given moment and with no
obligation, and of obtaining information on product availability at the moment of
purchase.
Second, this project shows how perceived quality has a direct and profound effect
332 on the degree of consumer web site satisfaction. Likewise, the degree of satisfaction
acts positively and directly on the consumer web site loyalty levels shown. Moreover,
the mediator function of satisfaction is observed, as it falls between the levels of
perceived quality and of loyalty. Lastly, we should point out that the studies carried
out do not show marked changes in the proposed model, by differentiating between
buyers and information searchers.

Managerial suggestions
Satisfaction arises as a consequence of the comparison that the consumer makes
between their initial expectations of a product or service and the end result. The
proposed model in this research project suggests to us that these expectations can be
based on the components of the construct service quality, given that this acts on the
degree of satisfaction. By analysing the components of service quality we can carry out
the following managerial suggestions.
First, the “web design” dimension shows us the need to develop user-friendly web
sites which ease consumer purchasing and searching, thus creating a suitable
framework for the generation of higher satisfaction and loyalty levels. Second, the
“customer service” dimension suggests that the web site manager should enhance
service loyalty, customer sensitivity, personalised service and a quick response to
complaints. Third, the web site should uphold sufficient security levels in
communications and meet data protection requirements regarding the privacy of the
individual (“assurance” dimension). Lastly, we recommend the need for correct product
delivery and product manipulation or service (“order management” dimension).
To conclude, the results of the multi-sample model suggest that the behaviour of
purchasers and non-purchasers alike is not so very different, at least when it comes to
the relationship between the variables that are the object of study in this research
project. Thus, specific strategy setting for each customer type does not seem to be
necessary.

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Yoon, S. and Kim, J. (2000), “An empirical validation of a loyalty model based on expectation
(PeSQ)
disconfirmation”, Journal of Consumer Marketing, Vol. 17 No. 2, pp. 120-6.
Zeithaml, V.A. (1988), “Consumer perceptions of price, quality and value: a means-end model and
synthesis of evidence”, Journal of Marketing, Vol. 52 No. 3, pp. 2-22. 337
Zeithaml, V.A., Berry, L.L. and Parasuraman, A. (1988), “Communication and control processes
in delivery of service quality”, Journal of Marketing, Vol. 52 No. 2, pp. 35-48.
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Further reading
Minjeong, K., Jung-Hwan, K. and Sharron, J.L. (2006), “Online service attributes available on
apparel retail web sites: an E-S-QUAL approach”, Managing Service Quality, Vol. 16 No. 1,
pp. 51-77.
Parasuraman, A., Berry, L.L. and Zeithaml, V.A. (1991), “Refinement and reassessment of the
SERVQUAL scale”, Journal of Retailing, Vol. 67 No. 4, pp. 420-50.
Rust, R.T., Zahorik, A.J. and Keiningham, T.L. (1995), “Return on quality (ROQ): making service
quality financially accountable”, Journal of Marketing, Vol. 59 No. 2, pp. 58-70.
Trocchia, P.J. and Janda, S. (2003), “How do consumers evaluate internet retail service quality?”,
Journal of Services Marketing, Vol. 17 No. 3, pp. 243-53.
Yang, Z. and Jun, M. (2002), “Consumer perception of e-service quality: from internet purchaser
and non-purchaser perspectives”, Journal of Business Strategies, Vol. 19 No. 1, pp. 19-41.
Zeithaml, V., Parasuraman, A. and Berry, L. (1993), Calidad Total En La Gestión De Servicios,
Ed. Dı́az de Santos, Madrid.
MSQ Appendix. Measurement scales used
17,3
Dimensions Items Adapted from

Customer service When they promise to do Long and McMellon (2004);

something within a certain time, Parasuraman et al. (1988, 1991);
338 they do it Ribbink et al. (2004); Zeithaml et al.
(1988, 1993); Yang and Fang (2004)
When a customer has a complaint Long and McMellon (2004);
or grievance, it is dealt with Parasuraman et al. (1988, 1991, 2005);
rapidly and effectively Semeijn et al. (2005); Wolfinbarger and
Gilly (2003); Yang and Fang (2004);
Zeithaml et al. (1988, 1993)
The service is performed properly Parasuraman et al. (1988, 1991);
first time Zeithaml et al. (1988, 1993)
The company provides its Barnes and Vidgen (2002);
customers with a tailor-made Parasuraman et al. (1988, 1991);
service Wolfinbarger and Gilly (2003);
Zeithaml et al. (1988, 1993)
The stated delivery period is Barnes and Vidgen (2002);
adhered to, at the time agreed on Parasuraman et al. (1988, 1991, 2005);
Wolfinbarger and Gilly (2003); Yang
and Fang (2004); Zeithaml et al. (1988,
1993)
Web design The product and its features are Barnes and Vidgen (2002); Long and
correctly presented McMellon (2004); Semeijn et al. (2005);
Wolfinbarger and Gilly (2003); Yang
et al. (2004)
The web site information is Yang et al. (2004)
regularly updated
The pages load quickly Parasuraman et al. (2005); Semeijn et al.
(2005); Yang et al. (2004)
The contents are easily found in Barnes and Vidgen (2002); Loiacono
the web site (ease of navigation) et al. (2000); Long and McMellon (2004);
Parasuraman et al. (2005); Ribbink et al.
(2004); Semeijn et al. (2005); Yang and
Fang (2004); Yang et al. (2004); Yoo and
Donthu (2001)
Full information on product Barnes and Vidgen (2002);
features and services offered Wolfinbarger and Gilly (2003); Yang
and Fang (2004); Yang et al. (2004)
Assurance An image of reliability and Barnes and Vidgen (2002); Gummerus
trustworthiness in one’s et al. (2004); Loiacono et al. (2000);
transactions is transmitted Parasuraman et al. (1988, 1991);
Zeithaml et al. (1988, 1993)
The confidentiality of customer Barnes and Vidgen (2002); Gummerus
data is ensured et al. (2004); Loiacono et al. (2000);
Parasuraman et al. (2005); Semeijn et al.
(2005); Yang and Fang (2004)
Confirmation, once the purchase Parasuraman et al. (2005); Yang and
Table AI. has been made, that the operation Fang (2004)
Perceived service quality has been carried out satisfactorily
scale (continued)
Dimensions Items Adapted from
Perceived
e-service quality
Clear information on how to make Loiacono et al. (2000)
the purchase
(PeSQ)
Elements of security are Long and McMellon (2004);
incorporated and the customer is Wolfinbarger and Gilly (2003)
made aware of these 339
Order management The option to modify and/or defer Long and McMellon (2004); Yang and
at any time, without commitment, Fang (2004)
the purchasing process
Contains information on product Parasuraman et al. (2005); Yang et al.
availability when purchasing (2004)
Items eliminated in Allows for different methods of Long and McMellon (2004); Semeijn
validation process payment (credit card, COD, etc.) et al. (2005); Yang et al. (2003)
The option of different charges Parasuraman et al. (2005); Semeijn et al.
depending on delivery methods (2005); Yang et al. (2003)
and times
Contains information on the Barnes and Vidgen (2002); Loiacono
company (name, type of company, et al. (2000); Semeijn et al. (2005)
HQ address, country of origin,
telephone number, etc.)
24-hour help-line Parasuraman et al. (2005); Yang and
Fang (2004)
Includes elements of diversion or Kim and Stoel (2004)
entertainment (such as games,
videos, interactive applications,
etc.)
Includes the option to Long and McMellon (2004); Yang et al.
communicate with other users (2004); Van Riel at al. (2001)
with similar interests and
preferences
Contains clear information on how Barnes and Vidgen (2002)
to make a purchase
The applications and elements Barnes and Vidgen (2002); Loiacono
making up the web site are et al. (2000); Long and McMellon (2004);
visually appealing Yang and Fang (2004); Yang et al.
(2003); Yoo and Donthu (2001)
Satisfaction scale
How satisfied were you Anderson and Srinivasan (2003);
with this web site? Gummerus et al. (2004); Jyh and Chung
(2006); Oliver and Bearden (1983);
Oliver and Linda (1981); Ribbink et al.
(2004); Semeijn et al. (2005)
Loyalty scale
Over the next year, my Parasuraman et al. (2005); Ribbink et al.
purchases at (or visits (2004); Semeijn et al. (2005)
to) the online shop that I
currently use most will
be Table AI.
MSQ About the authors
Eduard Cristobal holds a PhD in Business Administration and is Associate Professor of
17,3 Marketing in the Department of Business Administration and Economic Management of Natural
Resources at the University of Lleida. His work has been presented in national and international
conferences, and has been published in several journals, such as Managing Service Quality.
Carlos Flavián holds a PhD in Business Administration and is Professor of Marketing in the
Faculty of Economics and Business Studies at the University of Zaragoza (Spain). His research in
340 strategic marketing has been published in several academic journals, such as the European
Journal of Marketing, Journal of Consumer Marketing, Journal of Strategic Marketing, Journal of
Retailing and Consumer Services, Information & Management, Internet Research and different
books. He is in charge of several competitive research projects being developed on the topic of
e-marketing. He is a member of the Editorial Board of Industrial Marketing Management, Journal
of Retailing and Consumer Services, Journal of Marketing Communications and International
Journal of Services and Standards. He is the corresponding author and can be contacted at:
[email protected]
Miguel Guinalı́u holds a PhD in Business Administration and is Assistant Professor in the
Faculty of Economics and Business Studies (University of Zaragoza, Spain). Previously, he
worked as an e-business consultant. His main research line is online consumer behavior,
particularly the analysis of online consumer trust and virtual communities. His work has been
presented in national and international conferences, and has been published in several journals,
such as Journal of Marketing Communications, Information & Management, Industrial
Management & Data Systems, Internet Research, Journal of Retail & Consumer Services,
International Journal of Bank Marketing or International Journal of Retail & Distribution
Management, and books, such as Advances in Electronic Marketing, Mobile Government: An
Emerging Direction in E-Government, Encyclopedia of Networked and Virtual Organizations and
Encyclopedia of E-Commerce, E-Government and Mobile Commerce.

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