Customer requirements for e-service quality (E-SQ): towards scale development ofr assessing E-SQ of tourism websites
2006 (English)Conference paper, Presentation (Other academic)
Electronic service quality (e-SQ) in is a new developing area, which has strategic importance for businesses striving to address consumers in electronic marketspace. It is known that consumer behaviour in an online environment may differ substantially from the one displayed in the physical world. Therefore, it is important for practitioners to understand customer needs amenable to fulfilment in an online environment and strive to meet them. Website e-SQ defined as "the extent to which a website facilitates efficient and effective shopping, purchasing and delivery of products and services" (Ziethaml et al. 2002, p. 363; Zeithaml, 2002, p. 135) is a powerful trigger of customer satisfaction with a website. E-SQ is what differentiates a good quality website from a customer point of view and facilitates the process of bringing customer and company together. The present study addresses e-SQ in tourism context. The area of e-SQ in tourism appears understudied, and there is clearly a need for further research in this area. With growing role of websites as customer contact point and virtual company office tourism businesses are realising the strategic importance of a website as a tool for addressing consumers in electronic business envi ronment. The study employs quantitative research paradigm to address research problem "what constitutes tourism website eservice quality" and study hypotheses using the method of exploratory factor analysis. The study uses the sample of potential inbound tourist of Norrbotten, the northernmost region of Sweden, as subjects. The respondents are targeted through tourism-related websites located in Norrbotten. The results indicate that proposed e-services fulfil online customer needs and can, therefore, form a tourism website e-SQ profile. Further findings indicate that website users' demographics and online buying behaviour patterns can significantly affect their perceptions of website quality features. These findings go in line with what has been documented in the literature up to date. However, follow-up studies on a similar population of respondents are necessary to detect where exactly these differences in population groups lie. The main outcome of the current research is the development of the scale for assessing the e-SQ profile of tourism websites (Meeting Online Needs of Customers (MONC) scale). However, further research on the sample of on-going visitors of tourism-related websites is necessary in order to determine the scale validity.
Place, publisher, year, edition, pages
Research subject Industrial Marketing
IdentifiersURN: urn:nbn:se:ltu:diva-40096Local ID: f147ea60-677c-11dc-a0c3-000ea68e967bOAI: oai:DiVA.org:ltu-40096DiVA: diva2:1013619
Northern Research Forum Open Meeting : The Borderless North 04/10/2006 - 08/10/2006
Godkänd; 2006; 20070920 (ysko)2016-10-032016-10-03Bibliographically approved