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Journal of Service Research
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Measuring Service Quality in E-Retailing

Joel E. Collier

University of Memphis

Carol C. Bienstock

Radford University

To managers of companies with a Web presence, an awareness of how customers perceive service quality is essential to understanding what customers value in an online service transaction. Previous research in e-service quality has primarily focused on the interaction of the consumer and the Web site while missing the big picture that e-service quality is composed of more than Web site interactivity. The goal of this article is to extend the work on e-service quality to encompass not only Web site interactivity or process quality but also outcome quality and recovery quality. A conceptual framework of e-service quality is proposed and empirically tested that combines process, outcome, and recovery dimensions. Contrary to previous service quality studies, formative instead of reflective indicators are used to conceptualize e-service quality. This study found empirical support for the use of formative indicators and the three-dimensional approach to conceptualizing e-service quality.

Key Words: service quality • Internet • e-commerce • recovery

Journal of Service Research, Vol. 8, No. 3, 260-275 (2006)
DOI: 10.1177/1094670505278867
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