Consumer Perception of E-Service Quality: From Internet Purchaser and Non-Purchaser Perspectives

This exploratory study expands the knowledge concerning service qualitydimensions in the context of Internet commerce, from the differing perspectivesof two groups: Internet purchasers and Internet non-purchasers. Six primaryservice quality dimensions perceived by Internet purchasers were uncovered:reliability, access, ease of use, personalization, security, and credibility whileseven dimensions were discovered for Internet non-purchasers: security, responsiveness,ease of use, reliability, availability, personalization, and access.When examining the relative importance of each dimension affecting overallservice quality assessment, the "reliability" factor was found to be the mostimportant dimension for Internet purchasers while Internet non-purchasersconsider "security" as their most critical concern.