Servqual: Its Applicability in Electronic Commerce B2C

The new economy, characterized by the increase and spread of new information and communication technologies in organizations, has changed the economic precepts established in the physical markets. Electronic commerce business to customer (B2C), which represents the company-customer electronic commerce mode, has contributed significantly to this fact. This justifies and promotes the development of studies aimed at deciphering the new parameters in quality management in the electronic age, especially in relation to electronic commerce B2C. For this reason, the fundamental proposal of this article is to analyze and compare the applicability of the SERVQUAL survey instrument, which is widely accepted in the literature on traditional service, in electronic commerce B2C. As a principal conclusion, the authors propose a theoretical scale to measure online quality that seeks to find synergies between SERVQUAL and the new empirical scales that appear in the literature on electronic commerce B2C.