Research Article
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MEASURING ELECTRONIC SERVICE QUALITY IN ONLINE APPAREL RETAILERS

Year 2022, Volume: 18 Issue: 2, 709 - 730, 30.06.2022
https://doi.org/10.17130/ijmeb.1015313

Abstract

In this study, it is aimed to create an electronic service quality model for online clothing websites. The findings of this study were obtained according to the results of the survey conducted to 313 Gazi University Faculty of Economics and Administrative Sciences students. Structural equation modeling was used to test the validity of the measurement models and the hypotheses created. In this study, an updated scale was developed with 4 variables in the E-S-QUAL scale and 3 newly created variables (personalization, information, graphic-design) to measure the electronic service quality of online clothing sites and electronic service quality was measured with this new scale. Seven dimensions represent electronic service quality in online clothing stores and these 7 dimensions has significant and positive effects on e-service quality.

References

  • Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411.
  • Bentler, P. M., & Chou, C. P. (1987). Practical issues in structural modeling. Sociological Methods & Research, 16(1), 78-117.
  • Boshoff, C. (2007). A psychometric assessment of ES-QUAL: A scale to measure electronic service quality. Journal of Electronic Commerce Research, 8(1), 101-114.
  • Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. The journal of marketing, 55-68.
  • Dalbehera, S. (2020). Measuring service quality in digital library services by the research scholars of SOA University of Odisha using ES-QUAL model. In International Perspectives on Improving Student Engagement: Advances in Library Practices in Higher Education. Emerald Publishing Limited.
  • Eun Young, K., & Park, E. J. (2008). Does e-Service Quality Lead to Website Patronage for Apparel Online Purchases?. Society For Marketing Advances Proceedings, 20-21.
  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.
  • Fuentes-Blasco, M., Saura, I. G., Berenguer-Contrí, G., & Moliner-Velázquez, B. (2010). Measuring the antecedents of e-loyalty and the effect of switching costs on website. The Service Industries Journal, 30(11), 1837-1852.
  • Ghosh, M. (2018). Measuring electronic service quality in India using ES-QUAL. International Journal of Quality & Reliability Management.
  • Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of marketing, 18(4), 36-44.
  • Hair, J. F., Black, W. C., Babin, B. J. & Anderson, R. E. (2010). Multivariate data analysis: a global perspective. 7th ed. New Jersey: Prentice Hall.
  • Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (Vol. 6). Upper Saddle River, NJ: Pearson Prentice Hall.
  • Jasper, C. R., & Ouellette, S. J. (1994). Consumers' perception of risk and the purchase of apparel from catalogs. Journal of Direct Marketing, 8(2), 23-36.
  • Jones, C., & Kim, S. (2010). Influences of retail brand trust, off‐line patronage, clothing involvement and website quality on online apparel shopping intention. International Journal of Consumer Studies, 34(6), 627-637.
  • Kaur, M., & Sharma, N. (2015). Electronic Service Quality and Customer Satisfaction: A Study of Customer Loyalty with Special Reference to Tourism Industry. Amity Business Review, 16(2).
  • Kim, H., & Niehm, L. S. (2009). The impact of website quality on information quality, value, and loyalty intentions in apparel retailing. Journal of Interactive Marketing, 23(3), 221-233.
  • Kim, M., Kim, J. H., & Lennon, S. J. (2006). Online service attributes available on apparel retail web sites: an E‐S‐QUAL approach. Managing Service Quality: An International Journal.
  • Kim, S., & Stoel, L. (2004b). Dimensional hierarchy of retail website quality. Information & Management, 41(5), 619-633.
  • Kline, R. B. (2011). Convergence of structural equation modeling and multilevel modeling.
  • Kumar, N., Mohan, D., & Sharma, N. (2020, November). Analysing the effect of electronic service quality and satisfaction on apparel purchase propinquity decision. In 2020 International Conference on Decision Aid Sciences and Application (DASA) (pp. 745-750). IEEE.
  • Li, Y. N., Tan, K. C., & Xie, M. (2002). Measuring web-based service quality. Total quality management, 13(5), 685-700
  • Loiacono, E. T., Watson, R. T., & Goodhue, D. L. (2002). WebQual: A measure of website quality. Marketing theory and applications, 13(3), 432-438.
  • Madu, C. N., & Madu, A. A. (2002). Dimensions of e-quality. International Journal of Quality & reliability management, 19(3), 246-258
  • Marimon, F., Petnji Yaya, L. H., & Casadesus Fa, M. (2012). Impact of e-Quality and service recovery on loyalty: A study of e-banking in Spain. Total Quality Management & Business Excellence, 23(7-8), 769-787.
  • Marimon, F., Vidgen, R., Barnes, S., & Cristóbal, E. (2010). Purchasing behaviour in an online supermarket. International Journal of Market Research, 52(1), 111.
  • Mujinga, M. (2020). Online Banking Service Quality: A South African ES-QUAL Analysis. Responsible Design, Implementation and Use of Information and Communication Technology, 12066, 228.
  • Parasuraman, A., & Grewal, D. (2000). The impact of technology on the quality-value-loyalty chain: a research agenda. Journal of the academy of marketing science, 28(1), 168- 174.
  • Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988), Servqual: A Multiple-Item Scale for Measuring Customer Perceptions of Service Quality, Journal of Retailing, 64(1), 12- 40.
  • Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). ES-QUAL a multiple-item scale for assessing electronic service quality. Journal of service research, 7(3), 213-233.
  • Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of retailing, 78(1), 41-50.
  • Szymanski, D. M., & Hise, R. T. (2000). E-satisfaction: an initial examination. Journal of retailing, 76(3), 309-322.
  • Tabachnick, B. G., & Fidell, L. S. (2001). Using multivariate statistics (4th ed.). Boston: Allyn & Bacon
  • TUIK, 2020. Hane halkı Bilişim Teknolojileri Kullanım Araştırması, 2020.
  • Wolfinbarger, M., & Gilly, M. C. (2003). eTailQ: dimensionalizing, measuring and predicting etail quality. Journal of retailing, 79(3), 183-198.
  • Yoo, B., & Donthu, N. (2001). Developing a scale to measure the perceived quality of an Internet shopping site (SITEQUAL). Quarterly journal of electronic commerce, 2(1), 31-45.
  • Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service quality delivery through web sites: a critical review of extant knowledge. Journal of the academy of marketing science, 30(4), 362-375.

ÇEVRİM İÇİ KIYAFET SİTELERİNDE ELEKTRONİK HİZMET KALİTESİNİN ÖLÇÜMÜ

Year 2022, Volume: 18 Issue: 2, 709 - 730, 30.06.2022
https://doi.org/10.17130/ijmeb.1015313

Abstract

Bu çalışmada online kıyafet siteleri için elektronik hizmet kalitesi modeli oluşturulması amaçlanmıştır. Bu çalışmadaki bulgular 313 adet Gazi Üniversitesinde İktisadi ve İdari Bilimler Fakültesinde öğrenim gören öğrencilere yapılan anket sonucuna göre edinilmiştir. Ölçüm modellerinin geçerliliklerini ve oluşturulan hipotezleri test etmek için yapısal eşitlik modeli kullanılmıştır. Bu çalışmada online kıyafet sitelerinin elektronik hizmet kalitesini ölçmek için E-S-QUAL ölçeğindeki 4 değişken ve yeni oluşturulan 3 değişken (kişiselleştirme, bilgi, grafik-tasarım) ile güncellenmiş ölçek geliştirilmiş ve bu yeni ölçek ile elektronik hizmet kalitesi ölçülmüştür. Online kıyafet mağazalarında, elektronik hizmet kalitesini yedi adet boyut temsil etmekte ve e- hizmet kalitesi ile 7 değişken arasında anlamlı pozitif bir ilişki vardır.

References

  • Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411.
  • Bentler, P. M., & Chou, C. P. (1987). Practical issues in structural modeling. Sociological Methods & Research, 16(1), 78-117.
  • Boshoff, C. (2007). A psychometric assessment of ES-QUAL: A scale to measure electronic service quality. Journal of Electronic Commerce Research, 8(1), 101-114.
  • Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. The journal of marketing, 55-68.
  • Dalbehera, S. (2020). Measuring service quality in digital library services by the research scholars of SOA University of Odisha using ES-QUAL model. In International Perspectives on Improving Student Engagement: Advances in Library Practices in Higher Education. Emerald Publishing Limited.
  • Eun Young, K., & Park, E. J. (2008). Does e-Service Quality Lead to Website Patronage for Apparel Online Purchases?. Society For Marketing Advances Proceedings, 20-21.
  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.
  • Fuentes-Blasco, M., Saura, I. G., Berenguer-Contrí, G., & Moliner-Velázquez, B. (2010). Measuring the antecedents of e-loyalty and the effect of switching costs on website. The Service Industries Journal, 30(11), 1837-1852.
  • Ghosh, M. (2018). Measuring electronic service quality in India using ES-QUAL. International Journal of Quality & Reliability Management.
  • Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of marketing, 18(4), 36-44.
  • Hair, J. F., Black, W. C., Babin, B. J. & Anderson, R. E. (2010). Multivariate data analysis: a global perspective. 7th ed. New Jersey: Prentice Hall.
  • Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (Vol. 6). Upper Saddle River, NJ: Pearson Prentice Hall.
  • Jasper, C. R., & Ouellette, S. J. (1994). Consumers' perception of risk and the purchase of apparel from catalogs. Journal of Direct Marketing, 8(2), 23-36.
  • Jones, C., & Kim, S. (2010). Influences of retail brand trust, off‐line patronage, clothing involvement and website quality on online apparel shopping intention. International Journal of Consumer Studies, 34(6), 627-637.
  • Kaur, M., & Sharma, N. (2015). Electronic Service Quality and Customer Satisfaction: A Study of Customer Loyalty with Special Reference to Tourism Industry. Amity Business Review, 16(2).
  • Kim, H., & Niehm, L. S. (2009). The impact of website quality on information quality, value, and loyalty intentions in apparel retailing. Journal of Interactive Marketing, 23(3), 221-233.
  • Kim, M., Kim, J. H., & Lennon, S. J. (2006). Online service attributes available on apparel retail web sites: an E‐S‐QUAL approach. Managing Service Quality: An International Journal.
  • Kim, S., & Stoel, L. (2004b). Dimensional hierarchy of retail website quality. Information & Management, 41(5), 619-633.
  • Kline, R. B. (2011). Convergence of structural equation modeling and multilevel modeling.
  • Kumar, N., Mohan, D., & Sharma, N. (2020, November). Analysing the effect of electronic service quality and satisfaction on apparel purchase propinquity decision. In 2020 International Conference on Decision Aid Sciences and Application (DASA) (pp. 745-750). IEEE.
  • Li, Y. N., Tan, K. C., & Xie, M. (2002). Measuring web-based service quality. Total quality management, 13(5), 685-700
  • Loiacono, E. T., Watson, R. T., & Goodhue, D. L. (2002). WebQual: A measure of website quality. Marketing theory and applications, 13(3), 432-438.
  • Madu, C. N., & Madu, A. A. (2002). Dimensions of e-quality. International Journal of Quality & reliability management, 19(3), 246-258
  • Marimon, F., Petnji Yaya, L. H., & Casadesus Fa, M. (2012). Impact of e-Quality and service recovery on loyalty: A study of e-banking in Spain. Total Quality Management & Business Excellence, 23(7-8), 769-787.
  • Marimon, F., Vidgen, R., Barnes, S., & Cristóbal, E. (2010). Purchasing behaviour in an online supermarket. International Journal of Market Research, 52(1), 111.
  • Mujinga, M. (2020). Online Banking Service Quality: A South African ES-QUAL Analysis. Responsible Design, Implementation and Use of Information and Communication Technology, 12066, 228.
  • Parasuraman, A., & Grewal, D. (2000). The impact of technology on the quality-value-loyalty chain: a research agenda. Journal of the academy of marketing science, 28(1), 168- 174.
  • Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988), Servqual: A Multiple-Item Scale for Measuring Customer Perceptions of Service Quality, Journal of Retailing, 64(1), 12- 40.
  • Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). ES-QUAL a multiple-item scale for assessing electronic service quality. Journal of service research, 7(3), 213-233.
  • Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of retailing, 78(1), 41-50.
  • Szymanski, D. M., & Hise, R. T. (2000). E-satisfaction: an initial examination. Journal of retailing, 76(3), 309-322.
  • Tabachnick, B. G., & Fidell, L. S. (2001). Using multivariate statistics (4th ed.). Boston: Allyn & Bacon
  • TUIK, 2020. Hane halkı Bilişim Teknolojileri Kullanım Araştırması, 2020.
  • Wolfinbarger, M., & Gilly, M. C. (2003). eTailQ: dimensionalizing, measuring and predicting etail quality. Journal of retailing, 79(3), 183-198.
  • Yoo, B., & Donthu, N. (2001). Developing a scale to measure the perceived quality of an Internet shopping site (SITEQUAL). Quarterly journal of electronic commerce, 2(1), 31-45.
  • Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service quality delivery through web sites: a critical review of extant knowledge. Journal of the academy of marketing science, 30(4), 362-375.
There are 36 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Research Articles
Authors

Görkem Erdoğan 0000-0002-2417-2718

Publication Date June 30, 2022
Submission Date October 27, 2021
Acceptance Date February 24, 2022
Published in Issue Year 2022 Volume: 18 Issue: 2

Cite

APA Erdoğan, G. (2022). ÇEVRİM İÇİ KIYAFET SİTELERİNDE ELEKTRONİK HİZMET KALİTESİNİN ÖLÇÜMÜ. Uluslararası Yönetim İktisat Ve İşletme Dergisi, 18(2), 709-730. https://doi.org/10.17130/ijmeb.1015313