Etransqual: A Transaction Process-Based Approach for Capturing Service Quality in Online Shopping

10 Pages Posted: 8 Feb 2007

See all articles by Hans H. Bauer

Hans H. Bauer

University of Mannheim

Tomas Falk

University of Mannheim

Maik Hammerschmidt

Mannheim Business School - Department of Marketing

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 service quality, Online shopping, Transaction process, Scale development

Suggested Citation

Bauer, Hans H. and Falk, Tomas and Hammerschmidt, Maik, Etransqual: A Transaction Process-Based Approach for Capturing Service Quality in Online Shopping. Journal of Business Research, Vol. 59, No. 7, pp. 866-875, 2006, Available at SSRN: https://ssrn.com/abstract=961871

Hans H. Bauer

University of Mannheim ( email )

Universitaetsbibliothek Mannheim
Zeitschriftenabteilung
Mannheim, 68131
Germany

Tomas Falk

University of Mannheim ( email )

Universitaetsbibliothek Mannheim
Zeitschriftenabteilung
Mannheim, 68131
Germany

Maik Hammerschmidt (Contact Author)

Mannheim Business School - Department of Marketing ( email )

Germany

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