Dimensions of E-service Quality: An Alternative Model

With rapid growth of the Internet and the globalization of the market, companies accepted and adopted the new information and communication technology in the performance of their activities, not only to support traditional activities, but also to support those arising from new opportunities, mainly from the Internet. This paper addresses the e-service quality issue in the electronic marketplace. The purpose of the paper is to investigate e-service quality dimensions from both e-service provider's and customer's perspectives. The paper explores e-service quality dimensions based on a review of the development of e-service quality dimension. It proposes a 10-dimension scale for measuring e-service quality: Website design, reliability, fulfillment, security, responsiveness, personalization, information and empathy from the e-service provider's perspective, and trust and experience from the customer's perspective. This paper concludes by discussing the limitation of this study and highlighting areas for the future research in the realm of e-service quality.