INTERNATIONAL JOURNAL OF MANAGEMENT RESEARCH AND REVIEW

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1 INTERNATIONAL JOURNAL OF MANAGEMENT RESEARCH AND REVIEW ABSTRACT WEB QUALITY DIMENSION: A REVIEW OF LITERATURE Pankaj Deshwal* 1 1 Division of Management, Netaji Subash Institute of Technology, India. The objectives of this study are: (1) to review the dimensions of e-service quality in the literature; (2) to see the decade wise distribution of e-service quality studies; (3) to see the frequency of e-service quality dimensions in the literature; (4) to do schematic analysis of the e-service quality literature; (5) to see the frequency for (non) marketing related literature; and (6) to find out highest level of usage of dimensions of e-service quality in the literature. Literature review method was adapted to see the studies on e-service quality. Empirical or review papers were the part of this study. Google scholar was used to search papers. E- service quality, e-quality, electronic service quality, electronic quality, web quality etc were used to filter the data. Only scholarly peer-reviewed papers were used for analysis. Only English language papers were the part of this study. Eighty two articles were used to represent the literature review of e-service quality and out of these seventy articles represent dimensions of e-service quality. Highest numbers of papers have been published during Total fifty eight papers were published during this decade on e-service quality. Out of fifty eight articles, thirty six were published in non marketing journals during this decade. During this analysis, it was found that the studies were conducted on Indian Railways, Catering and Tourism Corporation Indian, Income Tax, tourism service, internet banking, e-health, e- government portal, e-government environment, Online financial Service, travel services, online shopping sites, Telecom Regulatory Authority Websites, online shoppers, online stock, Internet book stores, Medical information portal, End user computing in Information system industry etc websites. This review tries to see the frequency, schematic analysis, decade wise distribution of e-service quality studies in the literature. Keywords: Service quality, e-service quality, web quality, dimensions, literature review. INTRODUCTION The service and interaction that is happened online is known as E-service (Ho and Lin, 2010). Flow of information and good experiences between businesses to consumers are being delivered through e-commerce (Santos, 2003). Interactive nature of e-service was considered by Ghosh et al. (2004). Rowley, (2006) stated that e-services are efforts, deeds or performances presented through electronic commerce. Santos, (2003) stated that E-service quality is how consumers decide overall evaluations and judgments regarding the excellence and quality of e-service delivery in the virtual market place (Ho and Lin, 2010). There is difference between e-services and traditional services. Efficiency of transaction and *Corresponding Author

2 information has been recognized two main achievements of e-services (Parasuraman and Zinkhan, 2002). E-service quality has been considered as key factor in the success of e-commerce (Yang, 2001). Operational efficiency and profitability were considered important benefits which may be achieved through e-service quality (Cronin, 2003). E-service quality is also considered to deliver strategic benefits (Cronin, 2003). E-service quality is growing as a research area (Sweeney and Lapp, 2004). Researchers are extensively working and significant contributions have been given in this field ((Francis, 2007). Fassnacht and Koese (2006) states that clear definitions, solid conceptual work, and empirical studies in multiple settings are few and this area is in its early stages of research (Barrutia and Gilsanz, 2009). E-service quality is being considered a fundamental necessity for better output of e-channels (Barrutia and Gilsanz, 2009). Competitive advantage may be achieved by providing quality services to customers (Fassnacht and Koese, 2006). Business targets may be met with the help of e-service quality ((Zeithaml et al., 2000). Yang et al., (2004) stated that e-service quality may play key role in getting new customers and maintaining relationship with existing customers. Yang et al., (2003) stated that it is required to develop e-service quality measurements to maintain the outputs of e- business. There are extensive researches on e-service quality. Many researchers have made model of e- service quality (Loiacono et al., 2000; van Riel et al., 2001; Yoo and Donthu, 2001; Wolfinbarger and Gilly, 2002; Li et al., 2002; Yang et al., 2003; Parasuraman et al., 2005; Cristobal et al., 2007; Sung et al., 2009; Papadomichelaki and Mentzas, 2009; Alanezi et al., 2010; Hadwich et al., 2010; Rolland and Freeman, 2010; Bhattacharya et al., 2012). This introduction discusses about e-services, e-service quality, and e-service quality dimensions. Further the main objective of this study is to analyse the literature on e-service quality and the same is achieved through sub objectives. The sub objectives of this study are: (1) to review the dimensions of e-service quality in the literature; (2) to see the decade wise distribution of e-service quality studies; (3) to do schematic analysis of the e-service quality literature; (4) to see the frequency for (non) marketing related literature; (5) to find out highest level of usage of dimensions of e-service quality in the literature RESEARCH DESIGN Literature review methodology was adapted to see the studies on e-service quality. Empirical or review papers were the part of this study. Only scholarly peer-reviewed papers were used for analysis. Only English language papers were the part of this study. Eighty two articles were used to represent the literature review of e-service quality and out of these seventy articles represent dimensions of e-service quality. These research papers represent the e- service quality in various service organizations. In this process, the first step is to see the dimensions wise development of e-service quality in the literature. ANALYSIS E-service quality dimensions The relevance of e-service quality has been already established in present competitive environment. This section presents a detailed review of dimensions based studies of e-service quality. All studies are in chronological form starting from 1996 to These studies give Copyright 2012 Published by IJMRR. All rights reserved 3625

3 clear cut idea how the development of measurement scales on e-service quality in the literature took place. These studies can be seen in the following table 1. Below table has taken many references from the work of Stiakakis and Georgiadis (2009) and Li and Suomi (2009). Table 1: Dimensions of e-service quality S.No Year Authors Dimensions Online sites Dabholkar website design, reliability, delivery, ease of e-service use, enjoyment, control Doll and Accuracy, content, format, ease of use, End user Torkzadeh timeliness computing in Information system industry Dholakia and Rego frequency of changes, number of links to and Website quality from the websites, complexity and extensiveness, number of pictures enhancements, number of advertising banner for other firms Abels et al. Use, Content, Structure, Linkage, Search, Web quality Appearance Jayawardhena and Foley speed design, interactivity, navigation of download e-service quality in banking sector Liu and Arnett Quality of information, Service, security Webmasters for playfulness perceived by consumers, design Fortune 1,000 of the web site companies Zeithaml et al. Efficiency, Reliability, Fulfillment, Privacy, Responsiveness, Compensation, contact Online retailing Kaynama and Content, Access, Navigation, Design, Online Travel Black Loiacono et al. (WebQuale) Kaynama and Black Zeithaml et al. E-SERVQUAL Response, Background, Personalization Informational fit to task, Interactivity, Trust, response time, design appeal, intuitiveness, visual appeal, innovativeness, flow (emotional appeal), integrated, communication business process, substitutability Content and purpose, Accessibility, Navigability, Design and presentation, Responsiveness, background Reliability, Responsibility, Access, Flexibility, Ease of navigation, Efficiency, Assurance/trust, Security, Price knowledge, Site aesthetics, Customization/personalization van Riel et al. Core service, supporting services, user interface Agencies Web sites selling books, music, airline tickets, and hotel reservations online travel agencies Online sites shopping Medical information portal webs Online banking Online shopping sites Online shopping sites Online shopping sites Jun and Cai Website design, Information, ease of use, access, courtesy, responsiveness, reliability Barnes and Vidgen Tangibles, Reliability, Responsiveness, Assurance, empathy Yoo and Donthu ease of use, aesthetic design, processing SITEQUAL speed, interactive responsiveness Cox and Dale Accessibility, Communication, Credibility, Understanding, Appearance, Availability Yang Website design, Security, information Online retailing / Wolfinbarger and Web site design, Reliability, Online shopping 2003 Gilly Privacy/security, Customer service sites (ECOMQ/ETAILQ) Copyright 2012 Published by IJMRR. All rights reserved 3626

4 Zeithaml et al. Security, communication, reliability, e-service responsiveness, delivery Janda et al. Access, security, Sensation, Internet Retail Information/content Service Quality Loiacono et al. Information quality, tailored communication, Web portals trust, response time, ease of understanding, intuitive operations, visual appeal, innovativeness, emotional appeal, consistent image, on-line completeness, relative advantage Yang and Jun Web site design, Security, Reliability, Online retailing Responsiveness, Accessibility, customization Li et al. Tangibles, Reliability, Responsiveness, web-based service integration of communication, assurance, quality quality of information, empathy Madu and Madu Performance, Features, Structure, Aesthetics, e-service Reliability, Serviceability, Security, System integrity, Trust, Responsiveness, service differentiation and customization, web store police, reputation, assurance, empathy Barnes and Vidgen Website usability, information quality, Internet book (WebQual 4.0.) service interaction stores Barnes and Vidgen Reliability, Competence, Responsiveness, government, Access, Credibility, Communication, OECD web understanding the individual site users Yang et al. Responsiveness, Credibility, ease of use, Online reliability, convenience, communication, retailing access, competence, courtesy, personalization, collaboration, security, aesthetics Wolfinbarger and Site design, Reliability, security /privacy, online retail Gilly customer, service shoppers Gounaris and Ease of use, Information, interaction Greek Online Dimitriadis shoppers Surjadaja et al. Security, Interaction, Responsiveness, e-service Information, Reliability, Delivery, customization Kim et al. Quality of information, Trust, ease of use, online shoppers, visual appeal, business process online stock Santos ease of use, appearance, linkage, structure, e-service content, efficiency, reliability, communication, security, incentive, customer support Sigala assurance, trust Tangibles, reliability, ASP-Qual ASP-Qual responsiveness, business understanding, conflict, assurance, commitment, benefit and risk, share, empathy Yang et al. Reliable, prompt responses, attentiveness, On line quality in ease of use Kim and Stoel Web appearance, Entertainment, Information, transaction, capability, responsiveness, trust Yang and Fang Responsiveness, Reliability, readability, Competence, Access, Courtesy, Communication, Information, Responsiveness, website design Long and Assurance, responsiveness, reliability Mcmellon Field et al. Website design, Reliability, Security, customer service banking Sector Online retailing e-service retail banking e-service Copyright 2012 Published by IJMRR. All rights reserved 3627

5 Jun et al. Reliable/prompt, Responses, Attentiveness, ease of use Parasuraman et al. Core e-sq-efficiency, System availability, E-S-QUAL/E- Fulfillment, Privacy; Recovery e-sq- RecS-UAL Responsiveness, Compensation, Contact Gounaris et al. Website design, Information, Trust, Responsiveness, reputation Lee and Lin Website design, Reliability, Responsiveness, Trust, personalization Wangpipatwong et Accuracy, Timeliness, Relevancy, Precision, al Fassnacht and Koese Completeness Graphic quality, Layout, attractiveness of selection, information, ease of use, technical quality, reliability, functional benefit, emotional benefit e-service Online shopping sites. Online retailing online trading e-government Websites e-service Bauer et al. Functionality, enjoyment, process, reliability Online shopping Kim et al. Efficiency, fulfillment, system availability, Online privacy, responsiveness, compensation, retailing contact, information, graphic style Collier and Design, accuracy of info, security, outcome e-service Bienstock quality, recovery Pikkarainen et al. Content, ease of use, accuracy online service quality Trabold et al. site design, fulfilment, reliability, Online retailing security/privacy Cristobal et al. web design, customer service, assurance, e-services order management Loiacono et al. information/task, trust, responsiveness, ease of Understanding, intuitive operation, visual appeal, innovativeness, emotional appeal, consistent image e-services Quinn et al. outcome quality, consumer service, controllability of Process, ease of use, site design Sohn and Tadisina Alawattegama and Wattegama Trust, speed of delivery, reliability, ease of use, customized communication, website content, functionality Factual information, Business information, General information, Consumer related information e-commerce Online financial service Asia Pacific National Telecom Regulatory Authority Websites Nusair and Navigability, playfulness, information online travel Kandampully quality, personalization, trust, responsiveness services Shachaf et al. timely response, reliability, courtesy e-service Wang and Liao information quality, system quality, service e-government quality, use, user satisfaction, perceived net environment in benefit Taiwan Raman et al. Ease of use, Appearance, Reliability, Internet banking Customization, Communication, Incentive Swaid and Wigand Web site usability, information quality, Web quality reliability, responsiveness, assurance, personalization Khan et al. Reliability, Accessibility, User-friendliness, Privacy/Security, Efficiency, Responsiveness, Fulfillment Li and Suomi Website design, Reliability, Fulfilment, Security, Responsiveness, Personalization, Information, empathy Sung et al. website design, reliability, responsiveness, personalization, information quality, system e-banking e-service e- government portal Copyright 2012 Published by IJMRR. All rights reserved 3628

6 quality Papadomichelaki ease of use trust, functionality of the and Mentzas (e- interaction environment, reliability, content GovQual) and appearance of information, citizen support (interactivity) Rolland and Fulfilment, reliability, post-purchase Freeman customer service, information, content, aesthetics, security/privacy, ease of use Alanezi et al. website design, reliability, responsiveness, security/privacy, personalization, information, ease to use Hadwich et al. Potential quality, Process quality, Outcome quality Ho and Lin Customer service, Web design, Assurance, Preferential treatment, Information provision Jain and Kumar Efficiency, Responsiveness, Privacy/security, Reliability Sabiote et al. ease of use, availability, privacy, efficacy, relevant, Information Bhattacharya et al. citizen eccentricity, usability, technical adequacy, privacy/security, usefulness of information, transaction, transparency, comprehensive, information e- government portal e-service quality e- government portal e-health service quality service quality of internet banking railway ticket reservation website service e- service in tourism service e-service quality by IRCTC Indian and Income Tax India web portal Above table has given details about seventy dimensions based studies on e-service quality. These studies have been done by many eminent researchers of the world. Studies are arranged chronologically. After this detailed review of the e-service quality, these seventy studies were shown decade wise in below graph. Graphical analysis of above studies is given below in figure 1. Fig 1: Frequency for e-service quality studies Frequency of E-service quality dimensions in the literature Total 91 dimensions were identified from the review of the above seventy studies on e- service quality and out of these 91 only 50 dimensions were used more than two times in the literature. Frequency of dimensions is written against each dimensions in the below table. A graphical representation of these dimensions is in figure 2. Copyright 2012 Published by IJMRR. All rights reserved 3629

7 Fig 2: Frequency of e-service quality dimensions in the literature Other forty one dimensions were found just one frequency in the above mentioned seventy studied. These dimensions are given in below table 2. Copyright 2012 Published by IJMRR. All rights reserved 3630

8 Table 2: E-service quality dimensions Recovery, Order management, User satisfaction, Conflict, Commitment, Relative advantage, Performance, Features, System integrity, Web store police, Entertainment, Transaction capability, Precision, User interface, Substitutability, Flexibility, Price knowledge, Integrated, Informational fit to task, Frequency of changes, Number of links to and from the websites, Complexity and extensiveness, Number of pictures, Enhancements, Number of advertising banner for other firms, Search, User-friendliness, Potential quality, Process quality, Outcome quality, Preferential treatment, Information provision, Efficacy, Sensation, Consistent image, Citizen eccentricity, Usability, Technical adequacy, Format, Layout, and Attractiveness of selection Schematic Analysis of the e-service quality Literature A schematic analysis was also run on e-service quality literature. Schematic analysis table showcase the decade wise details of sources of studies on e-service quality. This table also categories e-service quality studies on the basis of marketing journals, non marketing journals, and conference papers. The frequency in the brackets with the sources shows the numbers of studies quoted from that source. (Table 3) Table 3: Schematic Analysis of the e-service quality Literature Years Marketing and related Journals Upto International Journal of 2000 Research in Marketing (1), European Journal of Marketing (1), Marketing Science Institute working paper series (1), Journal of Professional Services Marketing (2) Managing Service Quality (6), Marketing Health Services (1), Marketing Science Institute, Cambridge, MA (2), International Journal of Bank Marketing (2), Journal of the Academy of Marketing Science (1), Journal of Retailing (2), Journal of Services Marketing (3) Journal of Retailing and Consumer Services (1), Journal of Marketing Management (1), International Journal of Pharmaceutical and Healthcare Marketing (1), Non Marketing Journals Books Conference papers Information & Management NA (2), OCLC Systems and Services (1), University of Georgia Working Paper, Athens, GA (1), Internet Research (1) Quarterly Journal of Electronic Commerce (1), International Journal of Electronic Commerce (2), International Journal of Service Industry Management (3), California Management Review (1), Journal of Business Strategies (1), Total Quality Management (1), International Journal of Quality & Reliability Management (2), Journal of Electronic Commerce in Organizations (2), Internet Research: Electronic Networking Applications and Policy (1), International Journal of Operations & Production Management (1), Production and Operations Management (1), Journal of Service Research (3), NA Proceedings of the EMAC Conference, 8-11 May 2001 (1), Bergen; Winter Marketing Educators Conference, American Marketing Association, Austin, Texas (1), Proceedings of the Fourth International Conference on ebusiness, Bangkok, Thailand (1). LIRNEasia (1), Proceedings of EGOV (1) Copyright 2012 Published by IJMRR. All rights reserved 3631

9 2011- till date International journal of Marketing and Management research (1) International Journal of Retail & Distribution Management (4), Journal of Business Research (2006), Journal of the American Society for Information Science and Technology (1), Total Quality Management and Business Excellence (1), Journal of Internet Banking and Commerce (1), European Business Review (1), Government Information Quarterly (1), International Journal of u- and e-service. Science and Technology (2), I- Ways Journal of E- Government Policy and Regulation (1), International Journal of Indian Culture and Business Management (1), European Business Review (1) Journal of Enterprise Information Management (1), Online Information Review (1) NA NA Above table has given details about the sources of studies on e-service quality in the literature. These journals/conferences proceedings are published by different universities/societies/colleges/journal houses in the world. After this schematic analysis of the sources of e-service quality research, decade wise frequencies of the sources is given in the below figure 3. Fig 3: Frequency for (non) marketing related literature It is clear with the above graphical representation that the numbers of studies in nonmarketing areas is more than the marketing and related disciplines. It shows the relevance of e-service quality construct and its growth over a period of time. DISCUSSION AND CONCLUSION During the review of literature on e-service quality, author found seventy important studies and all these studies talked about dimensions of e-service quality. Author has presented all Copyright 2012 Published by IJMRR. All rights reserved 3632

10 studies in table 1. After analyzing these seventy papers, an author has reached to some substantial things. Highest numbers of papers have been published during Total fifty eight papers were published during this decade on e-service quality. Out of fifty eight articles, thirty six were published in non marketing journals during this decade. During this analysis, it was found that the studies were conducted on Indian Railways, Catering and Tourism Corporation Indian, Income Tax, tourism service, internet banking, e- health, e- government portal, e-government environment, Online financial Service, travel services, online shopping sites, Telecom Regulatory Authority Websites, online shoppers, online stock, Internet book stores, Medical information portal, End user computing in Information system industry etc websites. Author analyzed the frequency of dimensions in the literature of e-service quality studies. It was found that fifty dimensions have been used two or more than two times in the selected seventy studies. Responsiveness and reliability are on the top with thirty five numbers. Privacy/security, web design, ease of use, and trust, has been used twenty six, twenty four, eighteen, thirteen times respectively. With the help of analysis, author has extracted some important dimensions. These dimensions are written in below figure 3. All objectives of this review paper have been met through analysis of various tables, figures etc. The first study on e-service quality dimensions, quoted in table I, was taken place in 1996 by Dabholkar. This is evolving construct to research and many eminent researchers are working on this. FUTURE RESEARCH Details about extracted dimensions are given in figure IV. Further researchers can consider these dimensions for their study on e-service quality. Details about some e-service are also extracted from review so further researcher can strengthen these services or choose other e- service areas for research. Future research can empirically test and validate the results of figure IV to generalize and develop a working model. The outcomes of this paper can be used to generate ideas for further research on e-service quality. The factors of e-service quality, generated in this review, can be useful for managers to test how a model if developed through these factors can impact organizational performance. REFERENCES Abels EG, White MD, Hahn K. A user-based design process for Web sites. OCLC Systems and Services 1999; 15(1): Alawattegama L, Wattegama C. Benchmarking Asia Pacific National Telecom Regulatory Authority Websites. LIRN Easia, Alanezi MA, Kamil A, Basri S. A proposed instrument dimensions for measuring e- government service quality. Int. J. u-e-service, Sci. Technol 2010; 3: Copyright 2012 Published by IJMRR. All rights reserved 3633

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15 Wolfinbarger MF, Gilly MC. Shopping online for freedom, control and fun. California Management Review 2001; 43(2): Wolfinbarger M, Gilly MC. etailq: dimensionalizing, measuring, and predicting retail quality. Journal of Retailing 2003; 79(3): Yang Z, Jun M. Consumer perception of e-service quality: from internet purchaser and nonpurchaser perspectives. Journal of Business Strategies 2002; 19(1): Yang Z. Consumer perceptions of service quality in Internet-based electronic commerce. Proceedings of the EMAC Conference, 8-11 May 2001, Bergen. Yang Z, Jun M, Peterson RT. Measuring customer perceived online service quality: scale development and managerial implications. International Journal of Operations & Production Management 2004; 24(11): Yang Z, Peterson RT, Cai S. Services quality dimensions of internet retailing: an exploratory analysis. Journal of Services Marketing 2003; 17(7): Yang Z, Chai S, Zhou Z, Zhou N. Development and validation of an instrument to measure user perceived service quality of information presenting web portals. Information and Management 2005; 42: Yoo B, Donthu N. Developing a scale to measure perceived quality of an Internet shopping site (SITEQUAL). Quarterly Journal of Electronic Commerce 2001; 2(1): Zeithaml VA, Parasuraman A, Malhotra A. e-service quality: definition, dimensions conceptual model. working paper, Marketing Science Institute, Cambridge, MA, Zeithaml V, Parasuraman A, Malhorta A. A conceptual framework for understanding e- service quality: implications for future research and managerial practice, working paper, Marketing Science Institute, Cambridge, MA, Zeithaml V, Parasuraman A, Malhorta A. Service quality delivery through web sites: a critical review of extant knowledge. Journal of the Academy of Marketing Science 2002; 30(4): and Copyright 2012 Published by IJMRR. All rights reserved 3638