Developing a framework for understanding e-service quality, its antecedents, consequences, and mediators
Purpose This research seeks to extend the work of Dabholkar et al. into the e-retail domain toassess alternate theoretical frameworks of e-service quality. Particular focus is placed on e-servicequality and whether elements of e-service quality should be viewed by dimensions, as antecedents to aglobal evaluation of e-service quality, or as a formative configuration to predict behavioral intentions.The mediating role of customer satisfaction is also to be explored in these frameworks.Design/methodology/approach This paper is premised on an empirical study usingcross-sectional data from actual consumers. Data from a survey of 518 online consumers were usedto test the research models through the use of a structured equation modeling (SEM) tool.Findings The results show support for all three theoretical models, and slightly stronger supportfor the formative model. Customer satisfaction was also found to play a mediating role on behavioralintentions within these e-service quality models.Research limitations/implications The research is limited to a single e-retail product categoryof sport and leisure. The generalizibility of these findings is therefore limited. Further work in othersectors and over longer periods would establish the reliability of the findings. The paper alsohighlights some limitations in the e-service quality literature, particularly the emphasis on the use ofreflective indicators over formative approaches in the modeling of e-service quality.Practical implications Multiple configurations of e-service quality exist in the literature, as wellas variations on how it is actually measured. The authors provide specific recommendations toimprove future research (and practice) involving e-service quality conceptualization and measurement.Originality/value The paper examines three alternate configurations of e-service qualitysantecedents, consequences and mediators. The authors provide a platform for further research toimprove the conceptualization and measurement of e-service quality and its effects.Keywords Internet, Retailing, Measurement, Structural analysis, Customer services quality