Measuring Perceived E-Service Quality: A Research on E-Shopping Web Sites

In recent days in parallel with the development and the spread of communication technologies, firms have begun to use websites to reach customers actively. Thus, measuring of the quality of e-services has been of vital importance for businesses. Traditional scale of service quality is to determine dynamics of interpersonal interactions among customer and service firm. However, e-service quality involves how efficient and productive that purchasing and delivering a product from a website. E-SERVQUAL is developed by Zeithaml, Parasuraman and Malhotra (2005) and that includes evaluation of the dimensions of e-services quality. It is intended to identify the dimensions of perceived e-shopping service quality and to determine whether these factors are the impact on customer satisfaction and loyalty. Data were obtained by applying the techniques that are configured with 300 university students face to face with the participation of the questionnaire. Easy sampling method was used as the sampling method. According to the results, the effectiveness, fulfillment, privacy and billing dimensions of virtual shopping sites have the significant and positive impact on customer satisfaction. Providing customer reviews, privacy, fulfillment, billing and responsiveness dimensions have the significant and positive impact on customer loyalty. It also showed that customer satisfaction form e-shopping site has a meaningful and positive impact on customer loyalty. The results provide implications for both theory practitioners.