Global service quality of business-to-consumer electronic-commerce

Abstract

The sustainability and expansion of electronic-commerce (EC) depends on several factors. In the absence of physical cues from a direct person-to-person transaction, service quality plays a significant role in EC. Therefore, exploring the service quality factors of EC and their possible impact on customers’ behaviour in a global context is a broad area to investigate and understand. However, the existing frameworks do not appear to be quite adequate to determine all relevant service quality dimensions for business-to-consumer (B2C) EC and to conceptualise these dimensions to form a comprehensive model. This led to conceptualising the theories and concepts that contribute to developing the fundamental paradigms of service quality frameworks of B2C EC. We also developed a theoretical framework of the service quality dimensions of EC (GSQ-EC Model) in the global context with a detailed definition of constructs and measuring scale items.

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