A Proposed Scale for Measuring E-service Quality

With rapid growth of the Internet and the globalization of market, companies accepted and adopted the new information and communication technology to offer e-services to their customers. This paper addresses e-service quality issue in the electronic marketplace. The purpose of this paper is to extend what are the main service quality dimensions in the realm of e-service. The paper explores e-service quality dimensions based on a review of the development of e-service quality scales and the SERVQUAL scale. It proposes an 8-dimension scale for measuring e-service quality with rewording and modifying of the SERVQUAL instrument: website design, reliability, fulfillment, security, responsiveness, personalization, information and empathy.