Measuring E-Service Quality: An Exploratory Comparison Study of Virtual Worlds and Websites

44 Pages Posted: 31 May 2013

See all articles by Sulin Ba

Sulin Ba

University of Connecticut School of Business

Dan Ke

University of Connecticut - Department of Operations & Information Management

Jan Stallaert

University of Connecticut - School of Business

Zhongju Zhang

Arizona State University (ASU) - Department of Information Systems

Date Written: May 30, 2013

Abstract

We explore how the three dimensional (3D) technologies on the Internet, implemented as virtual worlds, can be used to deliver e-service. Our aim is to study how this 3D medium differs from the traditional 2D websites and how this can be exploited to deliver online service. We set up a field experiment simulating a customer service center for a cruise line in both 2D websites and 3D virtual worlds. . A structural equation model is used to analyze the data. Our findings indicate that the increased level of immersion in the 3D virtual worlds as measured by telepresence and social presence is not the only cause of increased user satisfaction: the strength of the effect in our conceptual model also differs among the technologies used. These results can help companies decide which technology might be the better choice when delivering e-service.

Keywords: Virtual worlds, Online customer service, Service quality, Immersion, Presence, Social presence theory, Media richness theory, User satisfaction

Suggested Citation

Ba, Sulin and Ke, Dan and Stallaert, Jan and Zhang, Zhongju, Measuring E-Service Quality: An Exploratory Comparison Study of Virtual Worlds and Websites (May 30, 2013). Available at SSRN: https://ssrn.com/abstract=2272223 or http://dx.doi.org/10.2139/ssrn.2272223

Sulin Ba (Contact Author)

University of Connecticut School of Business ( email )

368 Fairfield Road
Storrs, CT 06269-2041
United States

Dan Ke

University of Connecticut - Department of Operations & Information Management ( email )

368 Fairfield Road
Storrs, CT 06269-2041
United States

Jan Stallaert

University of Connecticut - School of Business ( email )

368 Fairfield Road
Storrs, CT 06269-2041
United States

Zhongju Zhang

Arizona State University (ASU) - Department of Information Systems ( email )

400 E Lemon St
Tempe, AZ AZ 85287
United States

HOME PAGE: http://https://apps.wpcarey.asu.edu/directory/people/profile.cfm?person=2259040

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