The E-Service Quality of E-Commerce Websites: What Do Customers Look For?
Keywords:
Customers’ Loyalty, Customers’ Satisfaction, E-Service Quality, E-Commerce, SERVQUALAbstract
The introduction of information technology has changed the way people deal with businesses especially
when buying products. People can select and buy their desired products at any time and anywhere using
an e-commerce website. They can easily pay using credit cards or mobile payment options on the ecommerce website. The e-commerce website plays a vital role in determining customer satisfaction and
loyalty to a business. However, e-commerce developers face difficulties with the features of e-commerce
websites. The features impact the e-commerce business greatly where it should satisfy the customers’
needs. To gain a better understanding of this, this research was carried out to identify the components
of e-service quality in the e-commerce business and develop an e-service quality model for e-commerce
websites. This research was conducted using the qualitative method through a semi-structured
interview. The research result presents the findings from the interview session with eight customers who
have experience in purchasing products or services through the e-commerce business. Nine components
of e-service quality have been identified which are fulfilment, responsiveness, availability, ease of use,
assurance, website design, credibility, reliability, and accessibility. The results obtained from this
research could be used by the e-commerce website developer to recognize the areas of improvement
and components of e-service quality in the e-commerce business. This research also benefits by
contributing to a general knowledge of the e-service quality field and enhances the future understanding
of e-service quality components in the e-commerce business.
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