e‐Service quality: overview and research agenda

Purpose The purpose of this paper is to highlight research avenues for improving the understanding of electronic service quality (e‐SQ) management, based on a critical review of previous literature. Design/methodology/approach The conclusions are based on a critical review of previous literature. Computer databases (e.g. Google scholar) were the main tools used to identify relevant research in the area. Then, the electronic and physical bibliographical resources from universities in two different countries were used to obtain the papers. Findings The authors describe the current e‐SQ research gaps (research opportunities) and indicate possible routes for future investigation. Practical implications The orientation of this study aims to reduce the efforts of researchers who desire to enter this field. Originality/value The development of new orientations and focuses for the conceptualisation and measurement of e‐SQ are crucial for the effective management of e‐SQ and a major issue on the market research agenda.