eTransQual: A Transaction Process-Based Approach for Capturing Service Quality in Online Shopping

By Hans H. Bauer, T. Falk, Maik Hammerschmidt. 2006

883 citations recorded by the source corpus.

Existing e-service quality scales mainly focus on goal-oriented e-shopping behavior excluding hedonic quality aspects. As a consequence, these scales do not fully cover all aspects of consumer's quality evaluation. In order to integrate both utilitarian and hedonic e-service quality elements, we apply a transaction process model to electronic service encounters. Based on this general framework capturing all stages of the electronic service delivery process, we develop a transaction process-based scale for measuring service quality (eTransQual). After conducting exploratory and confirmatory factor analysis, we identify five discriminant quality dimensions: functionality/design, enjoyment, process, reliability and responsiveness. All extracted dimensions of eTransQual show a significant positive impact on important outcome variables like perceived value and customer satisfaction. Moreover, enjoyment is a dominant factor in influencing both relationship duration and repurchase intention as major drivers of customer lifetime value. As a result, we present conceptual and empirical evidence for the need to integrate both utilitarian and hedonic e-service quality elements into one measurement scale.

Subfields: Information Systems and Management, Marketing, Organizational Behavior and Human Resource Management

View Paper: https://www.semanticscholar.org/paper/c1439a208053852b777a2116a7c928353b980349

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Citations in the corpus

Factors influencing Internet shopping value and customer repurchase intention (2012, background): “For example, the ease of returning purchased products is likely to affect the customer’s perception of both hedonic and utilitarian values (Grewala et al. 2004, Bauer et al. 2006, Ahn et al. 2007).”
Effects of e‐service quality on loyalty intention: an empirical study in online auction (2008, result): “In line with the different conceptualizations of e-services, previous efforts to measure e-service quality also display different approaches ( Bauer et al. , 2006”
The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator (2008, methodology): “For example, Bauer et al. (2006) developed a transaction process-based scale for measuring e-service quality (eTransQual) and identified five eTransQual dimensions: functionality/design, enjoyment, process, reliability and responsiveness.”
Understanding Customers' Satisfaction and Repurchase Intentions: An Integration of IS Success Model, Trust, and Justice (2011, background): “Prior research shows that positive perceptions of convenience, extensive product information, and enjoyment (Bauer et al., 2006) have significant effects on customer satisfaction with online shopping.”
The service quality-satisfaction link revisited: exploring asymmetries and dynamics (2010, background): “For instance, Mittal et al. (1998) demonstrate only negative asymmetric effects of attribute performance on customer Table 2 Measurement model results for the latent constructs Construct Item Mean (SD) Item reliability Composite reliability Average variance extracted Functional-utilitarian…”
The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services (2009, methodology): “…between service quality and customer's perceived value in conventional retailing and online shopping, most of the empirical studies have pointed out that service quality will positively influence perceived value (Cronin et al., 1997; Cronin et al., 2000; Brady et al., 2001; Bauer et al., 2006).”
The dark side of customer co-creation: exploring the consequences of failed co-created services (2015, background): “In the case of highly co-created TBS, comprehensive support functions, well-arranged content, low downtimes, and intuitive navigation are of high importance (Bauer et al. 2006).”
Determinants and Outcomes of Customers' Use of Self-Service Technology in a Retail Setting (2007, background): “Although the utilitarian aspect is already represented by the more goal-oriented factor of perceived usefulness, enjoyment is added to reflect the hedonic aspect of using SSTs in a retail setting (Bauer, Falk, and Hammerschmidt 2006).”
Integrating Service Quality with System and Information Quality: An Empirical Test in the E-Service Context (2013, methodology): “…through the use of the technology or service studied (Igbaria et al. 1996; Nysveen 2005), which is of importance for the evaluation of e-services (Bauer et al 2006; van Riel et al. 2001) and can be measured as the extent to which customers find the IT-based service to be enjoyable, fun, and…”