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This study develops a comprehensive framework of e-service quality, and measures the e-service quality based on modified importance-performance analysis. Based on 300 consumer surveys of four popular retail websites, this study develops an e-service quality scale derived from previous studies, and compares the importance and performance of e-service quality by “regression coefficient approach” and “partial correlation approach”. Modified importance-performance analysis covers the verification of reliability and validity with critical statistical analysis, and offers different e-service quality management strategies for each attribute depending on the quadrant that it is positioned in both “regression coefficient approach” and “partial correlation approach”. 5 attributes are in the “concentrate here” quadrant. 1 attribute is in the “keep up the good work” quadrant. 2 attributes are in the “low priority” quadrant. 7 attributes are in the “possible overkill” quadrant. The results help practitioners to identify what problems exist, and formulate strategies to meet the consumers' needs.
Luo et al. (Wed,) studied this question.