Modified Importance-Performance Analysis of E-service Quality

Modified Importance-Performance Analysis of E-service Quality

Chu Luo (Donghua University, Shanghai, China), Lei Shen (Donghua University, Shanghai, China) and Han Gao (Donghua University, Shanghai, China)
Copyright: © 2017 |Pages: 12
DOI: 10.4018/JECO.2017010105
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This study develops a comprehensive framework of e-service quality, and measures the e-service quality based on modified importance-performance analysis. Based on 300 consumer surveys of four popular retail websites, this study develops an e-service quality scale derived from previous studies, and compares the importance and performance of e-service quality by “regression coefficient approach” and “partial correlation approach”. Modified importance-performance analysis covers the verification of reliability and validity with critical statistical analysis, and offers different e-service quality management strategies for each attribute depending on the quadrant that it is positioned in both “regression coefficient approach” and “partial correlation approach”. 5 attributes are in the “concentrate here” quadrant. 1 attribute is in the “keep up the good work” quadrant. 2 attributes are in the “low priority” quadrant. 7 attributes are in the “possible overkill” quadrant. The results help practitioners to identify what problems exist, and formulate strategies to meet the consumers' needs.
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Literature Review


There is no unified and comprehensive definition about the e-service concept. Zeithaml (2000) suggests e-service consists of web services that are delivered through the website of each company. According to Rust (2001), e-service is offered by an organization through an electronic system. Parasuraman, Zeithaml and Malhotra (2005) defines that e-service as services offered by an electronic means–normally Internet – and which refer to transactions begun and to a great extent controlled by the consumer. Fassnacht and Koese (2006) summarize two basic dimensions of e-service quality: technical quality and service quality. Barrera and Carrión (2014) summarize two basic properties of e-service: firstly, they are offered through an electronic system; secondly, e-services are technological self-services or self-services based on technology (SSTs).

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