Comprehensive Evaluation of E-Service Quality Determinants. "Studying the Impact of these Key Quality Determinants On The Satisfaction and Loyalty of Online Jordanian Customers"

2019 European Journal of Business and Management  
The wide use of Internet and the advancement in information and communication technologies have significantly changed the way business is conducted. Over the last decade or so online shopping tendency has increased all over the world. Hence, the purpose of this study was to investigate the impact of customer service quality, system quality, information quality, security &privacy quality, website quality, convenience quality, economic value quality and empathy quality on customer's satisfaction
more » ... nd loyalty "the case of online Jordanian customers". The study is based on a set of null hypotheses that hypnotizes no significance impact of these qualities on customers' satisfaction and customers' loyalty. A quantitative approach is used and relevant data was collected through structured questionnaire distributed to residents of Jordan. The relevant responses of subjects for the study consisted of 680 people. SPSS version 16 was used to for data analysis. Descriptive and inferential statistics were used for data analysis. Statistical tools were aligned with objective of the research. For this purpose, frequency tables, percentages, means and standard deviations were computed and then substantively interpreted. Inferential statistics like Pearson product moment correlation coefficient (r) and linear regression were used to determine if there is a significant positive relationship existed between the independent variables and the dependent variables. The findings indicate that customer service quality, system quality, information quality, security &privacy quality, website quality, convenience quality, economic value quality and empathy quality were found to be positively correlated and claimed statistically significant relationship with customers' satisfaction and customers' loyalty. Analysis and interpretations made at 0.05 level of significance. The study concluded that the impact of these variables is differentials as per customer's perceptions. Furthermore, service providers should concentrate on all e-service qualities to satisfy customers and earn their loyalty. Strict adherence well enable e-service providers to gain online competitive advantage and sustain their businesses in the virtual environment. reduced cost and a competitive lower prices but also include the electronic service quality (e-service quality). The highest proportion of current research concentrates on traditional services qualities. In contrast, only limited number of academic articles deal directly with how customers assess e-service quality . According to (Asubonteng et al., 1996) , service quality can be seen as the gap between customers' perceptions of the service received and their expectations about service performance prior to the service offering. If service performance does not meet expectations, people will think that the service quality is low. However, when performance goes over expectations, the perception of the service quality is higher (Connolly, 2007) . Consequently, customers ' expectations are crucial in evaluating service quality. Therefore, it is agreed that Careful considerations of customers perceptions, assessments and evaluations are crucial elements of any successful business strategy, being it on line or otherwise. Supportive study to this phenomenon is (Collier and Bienstock, 2006) , in this regard, e-service quality can be differentiated as comprehensive consumer appraisal and assessments about the excellence of e-service provision in the implicit marketplace are available. However, deep reading of related research shows general agreement in that, service quality is more difficult for customers to evaluate as compared to the quality of tangible goods offered in Conventional marketplace (Kueh and Voon, 2007) . As a result, several different determinants, scales and dimensions have been developed by researchers to measure the service performance, delivery and interaction aspects of e-service quality. The most well-known, adopted and tested measure is the SERVQUAL instrument developed by . This instrument has 97 items in ten distinctive dimensions of service quality and later on ; the authors have brought down the dimensions from 10 to five and the items from 97 to 22. The dimensions comprise tangibles that include physical facilities, functional appeal and employee appearance; reliability that includes the ability to conduct promised service in an accurate manner and in a trustworthy way; assurance including personnel recognition that encourages user confidence and trust; and, lastly, empathy that includes care provision and paying individual attention to customers. From that time, the five service quality dimensions have become the basis for universal service quality measurement (Yang and Jun 2002). Majority of researchers have identified several dimensions of e-service quality. Their proposition is mainly based on conceptualized context and lacks consistency in the proposed. According to (Agrawal, 2007) , substantial research papers provide a generalized scale developed using a variety of industries; also, comparative studies to find the best approach (discrepancy/gap, or, perception based) to measure e-service quality are nonexistent. Accordingly, there is a predominance of perception based measurement approaches only. Whereas, the adoption of comparative study suggests that discrepancy/gap based approach is superior to the perception-based approach in measuring e-service quality. In contrast, a very limited number of research paper concentrate on how customers assess e-service and what are the appropriate dimensions of the quality of e-service delivery (Carlson and Aron 2010). More to say, even with the increased acknowledgement of online service, issues such as how online service quality is defined, its measurement and its determinants are still unresolved (Kenova and Johansson, 2006) . Based on the above rational, this paper addresses the issue of e-service quality in the online shopping environment. Therefore, the purpose of this paper is to provide a comprehensive evaluation of e-service quality determinants based on online Jordanian customers perceptions. Multidimensional construct consisting of combined eight quality determinants is proposed for measuring effectiveness of e-service quality: customer service quality, system quality, information quality, security &privacy quality, website quality, convenience quality, economic value quality and empathy quality. STATEMENT OF THE PROBMLEM Jordan is one of the Middle Eastern country with rising population. It is estimated that more than 75% of population is computer laterite. Internet revolution and its wide spread, technology advancement, the rapid development of ecommerce, globalization of the market have and the rising phenomena of e-banking services fundamentally changed the way customers interact with their environment and consequently have laid good conditions for online shopping. According to ( Zhilin et al., 2004) , online business is in positive trend this growth is due to the following facilities" online shopping environment provides infinite selection, information screening, reliability and product comparison which enable the customers saving their time consumption and quick decision making. It also makes a convenience situation for doing business to the consumers in such a way that reducing the role of physical geography for the consumers. One of the reason for this drastic success is the support given by the retailer too through i) aggressive merchandising ii) discounting through flash sales and iii) loyalty and reward programs". Other noticeable benefits of online endeavors include low prices, low switching costs, the extreme number of goods and services available on the web pages and the variety of e-payment facilities provided to customers by ebanking. On their part, many e-businesses are going for extreme exploitation and creation of business opportunities on the internet. , stated that Companies spend a lot of money on their websites to provide their customers with traditional functionality and a more integrated marketing stream with the hopes of entering customers to purchase goods on line. The key determinants of success or failure for e-commerce companies are not merely web presence or low price but delivering right quality of e-service that causes sophisticated online 204 customers pay a higher price. In order to gain competitive advantage in the e-environment and gain a reasonable share of the e-market sellers should pay their at most attention to the issue of e-service qualities and associated determinants. Based on that it became urgent to effectively evaluate e-service qualities determinants and investigate the impact of these qualities determinants on customer's satisfaction and loyalty "the case of online Jordanian customers". PURPOSE OF THE STUDY The main purpose of this study is to investigate the impact of e-service qualities determinants on customers' satisfaction and loyalty "the case of online Jordanian customers". Based upon the problematic nature and investigation relevance of e-service qualities its associated determinants for internet shopping, the propose of this research paper is developed (based on a multidimensional model) and then a practical evaluation of all selected combined e-service qualities is provided; hence give better understanding of the conditions that are most pressing in predicting consumers' behavioral intention to purchase over the internet. study would be of great benefits to researchers, scholars, customers, managers and others who have interest in this topic. SCOPE OF THE STUDY Deep revision of the literature suggests that internet usage is continuing to increase. E-enterprises need to keep up not only the quality of their goods and services but also the quality of their promotion, condition and facilities offered on their web -site. Effective e-commerce strategies, sophisticated e-total quality management, strategic emarketing planning, Careful understanding of the ever changing customers' needs and wants, accurate diagnosis of customers e-buying behavior and critical analysis of e-service qualities that include: customer service quality, system quality, information quality, security &privacy quality, website quality, convenience quality, economic value quality and empathy quality are crucial to understanding the current phenomena of online shopping that is spread not only in Jordan but also worldwide. The Comprehensive Evaluation of E-Service Quality Determinants. "Studying The Impact of these Key Quality Determinants on Satisfaction and Loyalty of Online Jordanian Customers" is the subject scope of this study. The extended list of demographic factors is considered as categorical variables in the study. The geographical scope of this study is Jordan. Jordan is a Middle Eastern country with a population of approximately 11 million. Jordan is a country, which is highly opened to the external world and is considered among the advance country in terms of information technology employment and internet usage in proportion to its population. The target respondents involved in this study are 680 residents of Jordan randomly selected from all over Jordan. The target respondents are composed of all ages, income, and computer literacy and so on. Time constrains, logistical issues, financial resources, geographical representation of scattered areas, respondent's literacy levels and over all respondents' cooperation were important and pressing constraints that affected the conduction of this study. However, these constraints with help of expert colleagues were adequately dealt with so as not to predetermine or compromise the overall findings of the study. LITERATURE REVIEW 8.1. E. Service Quality The emergence of internet has changed the way businesses operate. The internet and its associated application is an extremely important ingredient. According to ( Neghab et al., 2013) , the extensive use of internet, the development of information technology; offering internet services; internet and network total management issues and providing optimal service quality are considered as important issues. These qualities set solid ground for eservice quality improvement as well as the improvement of enterprise efficiency, competitiveness and attractiveness in the virtual market (Mekovec and Kero, 2007) . E-Service is any service that is delivered to current customers or potential customers through the web pages. (Musiime and Malinga, 2011) defines e-service quality as the difference between the service that a customer or a user of a particular web site expects and the one actually provided by the web site. (Madu and Madu,2002) support the previous statement by saying that e-service quality has become an important differentiator for e-business success because it is the extent to which an e-business service provider effectively and efficiently manages customer interactions and meets their expectations. The gap between expectations and real provisions is best illustrated by the work of , here it is stated that, service quality is the confirmation or disconfirmation experience between customer expectations and the actual services received. The higher the disconfirmation gap, the poorer the customer is perceived service-quality level. Narrowing the confirmation gap can help improve the perceived service quality. Furthermore, improving the confirmation experience with the reliability, assurance, responsiveness, empathy and tangibility of traditional service can lead to enhanced customer satisfaction . The successful delivery of these important features can ultimately lead to customer satisfaction. Therefore, although the methods to effectively measure e-service quality vary with products increasing customer satisfaction is an important goal towards achieving e-business success. Many authors regarded e-service delivery as a dynamic process, so measuring it requires an integrative multidimensional approach. In reality measuring e-service quality is a challenge to the ebusiness because it involves a wide range of attributes including reliability, access, responsiveness, empathy, assurance, ease of navigation, etc. (Kim and Lennon,2010). The majority of current literature and practical studies measuring e-service quality provided empirical evidence that, e-service quality is a multidimensional construct. In their empirical study developed the e-SERVQUAL instrument for measuring e-service quality with seven dimensions: efficiency, reliability, fulfillment, privacy, responsiveness, compensation, and contact. Among them, the dimensions of efficiency, reliability, fulfillment, and privacy form the core e-SERVQUAL scale, this scale can be used to measure customers" perceptions of service quality as delivered by online service. Effective attendance and proper e-service quality management is a must, otherwise as stated by (Lee and Lin, 2005) numerous online institutions wilt because of poor e-service quality management. Descriptive Statistics in the forms of means and standard deviations for all variables and responses were computed. The computed means signifies levels of agreeableness and disagreeableness of the respondents. Whereas the values of standard deviations serve as fundamental measures of variability. Computations of means and standard deviations are shown in table (8).
doi:10.7176/ejbm/11-12-24 fatcat:kgycntfc4fbgvp66bsm55zmqwa