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

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