International Journal of Quality and Service Sciences

Measuring e-commerce-quality: an exploratory review

Katerina D. Gotzamani Yannis E. Tzavlopoulos
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Katerina D. Gotzamani Yannis E. Tzavlopoulos, (2009),"Measuring e-commerce-quality: an exploratory
review", International Journal of Quality and Service Sciences, Vol. 1 Iss 3 pp. 271 - 279
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Measuring
Measuring e-commerce-quality: e-commerce-
an exploratory review quality
Katerina D. Gotzamani and Yannis E. Tzavlopoulos
Department of Business Administration, University of Macedonia, 271
Thessaloniki, Greece

Abstract
Purpose There are various influences that affect e-commerce quality which in turn affect customer
online purchasing decisions. An understanding of these influences can lead to greater electronic
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marketing effectiveness. The purpose of this paper is to conduct an exhaustive literature review on
this issue in order to help identify the main aspects influencing e-commerce quality.
Design/methodology/approach First, there is an explanation regarding the main attributes of
the concepts that are examined in the paper, with special attention being paid to the factors that are
influencing e-commerce quality and the relationships among them. This is followed by an examination
of the validation processes of the various measuring instruments. Finally, the paper maps and
measures all possible factors that are influencing e-commerce quality.
Findings After the examination of numerous studies, the paper identifies the main factors that are
influencing the perceived quality in e-commerce and their relative importance.
Research limitations/implications The paper assumes that improving e-commerce quality
helps enhance customers online purchasing decisions, having a favorable effect on transaction results.
Also, the paper is only theoretical, based mainly on thorough literature review and needs further
empirical support.
Practical implications The paper offers a comprehensive framework and practical guidelines for
identifying and improving quality in e-commerce. Furthermore, the results of this paper can then be
used as a basis in order to empirically investigate this issue in the Greek market.
Originality/value Most studies of quality in e-commerce have focused on web design aspects and
models that measure the degree to which a web site facilitates effective and efficient purchasing.
Moreover, the existing literature regarding internet consumers behavior has not yet fully analyzed
profits generated by higher perceived quality in terms of user satisfaction and loyalty.
Keywords Electronic commerce, Internet, Consumer behaviour, User studies, Customer services quality
Paper type Research paper

Introduction
e-Commerce is getting more and more popular with customers due to the ever-growing
number of companies that provide business to consumer e-commerce services
(electronic business transactions between businesses and individual consumers who
are buyers). Conducting online business alone does not necessarily guarantee
competitive advantages. It is obvious that potential e-shoppers will buy from a certain
e-shop only if they feel that their specific needs will be fulfilled. e-Commerce firms
depend on people visiting their sites, purchasing their products and, more importantly,
becoming repeat customers (Smith and Merchant, 2001). This can only be realized in
a secure, quality environment. International Journal of Quality and
The key element to business achievement is quality (Dale, 1999). Without a quality Service Sciences
Vol. 1 No. 3, 2009
management approach that guarantees quality from its systems, staff and suppliers, pp. 271-279
a business will not be able to deliver the appropriate level of service quality to satisfy q Emerald Group Publishing Limited
1756-669X
its customers (Cox and Dale, 2001). DOI 10.1108/17566690911004203
 IJQSS Numerous studies show that higher perceived web site quality and customer
1,3 service lead to higher profitability levels (Hoffman et al., 1995; Lohse and Spiller, 1999;
Vanitha et al., 1999; Tilson et al., 1998; Xia et al., 2003). According to past studies,
it seems reasonable to assume that in the new electronic environment, perceived web
site quality is one of the most important factors influencing the consumer before and
after buying.
272 However, as e-commerce is a relatively new concept, no particular body of literature
specifically addresses the concept of e-commerce web site quality (Cao et al., 2005).
Thus, there is the need to answer the question: What constitutes web site quality or
what makes a web site effective? Without answering this question, we are likely to
continue floundering, wasting time, and money creating some sites that are winners
and many others that are losers. Business decision makers need to know some
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guidelines for developing their e-commerce presences (Cao et al., 2005).

Although existing literature on the subject includes several recent works that
address online purchase quality, there is no clear distinction made between what
constitutes the dimensions of process and what constitutes the dimensions of
result (Alzola and Robaina, 2007). What comprises web site quality and the factors
that affect customers perceptions of the acceptability of the site are unclear (Lin and Lu,
2000). Various models and methods have been developed in recent years, such
as SITEQUAL, which measures the perceived quality of an online shop (Yoo and
Donthu, 2001), WebQual, which is based on quality function deployment and helps gain
understanding about which qualities are considered by the user to be the most
important in any given situation (Barnes and Vidgen, 2003) and the e-SQ scale, which
measures the degree to which a web site facilitates effective and efficient purchasing
(Zeithaml et al., 2001).
This paper conducts an exhaustive literature review on this issue in order to help
identify the main aspects influencing e-commerce quality and to provide a sound
methodological framework for measuring and improving it. The results of this study
will then be used as a basis in order to empirically investigate this issue in the Greek
market.

Literature review
Although e-commerce is not a particularly new way of doing business, no previous
work specifically focuses directly on the concept of e-commerce quality.
However, recently, there have been a number of papers in literature investigating
the factors that are influencing e-commerce. Thus, in an attempt to analyze all
published work and models concerning e-quality, a complete reference table has been
developed, presenting a short review of all the relevant theories and models (Table I).
In an e-commerce context, the Reliability dimension of the SERVQUAL instrument
can also be explained/replaced by the critical concept of Trust (Reichheld and
Schefter, 2000; Mayer et al.,1995). Trust is crucial in the transactional, buyer-seller
relationships between customers and e-vendors because of the risk and uncertainty
that are inherent in the online environment Trust is an expectation that the e-vendor
will not behave opportunistically by taking advantage of the situation (Gefen et al.,
2003). Customers expect that the e-vendors will behave in a reliable/dependable,
ethical, and socially appropriate manner (Hosmer, 1995; Zucker, 1986).
 Authors (year) Model Dimension measured Factors measured
Measuring
e-commerce-
Gronroos CPQ Consumer-perceived Measures consumers expectation of
(1984) quality service compared with the customers quality
perception of the service actually received
Parasuraman SERVQUAL Service quality Reliability, responsiveness, assurance,
et al. (1985) empathy and tangibles
Davis (1989) TAM Web site quality TAM predicts that user acceptance of any
273
system is determined by two factors: (1)
perceived usefulness, and (2) perceived
ease of use
Delone and IS success Information systems IS success model proposed six main
McLean (1992) quality dimensions: system quality, information
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quality, use, user satisfaction, individual

impact and organizational impact
Barnes and Web site Consumer perception The scale included: usability of web site,
Vidgen (2002, quality scale of online experience information quality, and interaction
2003) between consumer and web site
Yoo and SITEQUAL Online purchasing Esthetic competitive value, ease of use,
Donthu (2001) experience design, ease of ordering, corporate and
brand equity, processing speed, security,
product uniqueness, and product quality
assurance
Loiacono WebQual Web site quality A scale incorporating 12 items of web site
(2002) (TM) quality: information fit-to-task,
interactivity, trust, visual appeal,
innovativeness, flow/emotional appeal,
design appeal, intuitiveness, response
time, integrated communications,
business process and viable substitute
Schubert and Categorized the quality characteristics of
Dettling (2002) e-commerce into three dimensions: (1) ease
of use; (2) usefulness and trust; and (3) use
of the extend web assessment method as
a tool
Wolfinbarger eTailQ Consumer perception
and Gilly of e-retailing quality
(2003)
Park and Kim Factors influencing Information quality, user interface quality,
(2003) consumer purchase and security perception play important
behavior role in online consumer purchase behavior
Lee and Lin Revised e-Service quality They established a scale of dimensions
(2005) SERVQUAL such as web site design, reliability,
responsiveness, trust, and personalization
Zeithaml et al. E-S-QUAL e-Service quality E-S-QUAL scale consists of two parts:
(2005) (1) one for routine service encounters
(2) an auxiliary scale for service errors
(known E-ResS-QUAL)
Su et al. (2007) e-commerce The study identifies six dimensions:
CPQ (1) outcome quality; (2) consumer service; Table I.
(3) process controllability; (4) ease of use; Models measuring
(5) information quality; (6) web site design quality in e-commerce
 IJQSS Moreover, in electronic commerce (e-commerce) environments, the concept
of consumer-perceived quality (CPQ) is affected by differences in the interaction
1,3 between the online retailer and the consumer.
Apart from the absence of the ambience of a physical shop (such as temperature,
lighting, and business equipment), the online retail environment also lacks
person-to-person contact. This means that interaction does not include the attitude
274 and expertise of a salesperson, which may have an important influence on CPQ
(Crosby et al., 1990; Shamdasan and Balakrishan, 2000).
From the findings presented in Table I, it is obvious that some authors focus on
aspects of web design, whereas others measure quality issues along the entire online
shopping process including information searching, online ordering, delivery and
payment, and after-sales service. Thus, in Table II, an effort is made to identify and
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organize all key factors of e-quality.

From Table II, we can figure out that the majority of the factors described are
related to the web site interface, functionality, design, etc. However, a consumer online
buying experience consists of everything from information searching, product
evaluation, decision making, making the transaction, delivery, returns, and customer
service (Wolfinbarger and Gilly, 2003).
Moreover, many of the factors mentioned are also important to the traditional
market and there is no comparison between online and traditional stores, thus making
it difficult to evaluate e-commerce quality independently from assessments of offline
experiences.

Conceptual framework
From the literature reviewed, we can see that some factors appear more frequently in
literature and they may be used as a basis for designing a framework to evaluate
e-commerce quality.
Our conceptual framework has been developed on the basis of three important
factors in online services:
(1) online services invariably share some common territory with relation to
traditional markets;
(2) web site characteristics have been used to replace the physical store
characteristics and to offer special service to customers as well-defined
information systems; and
(3) e-service has certain parameters, apart from the web site and the traditional
markets, which may positively influence the customers online experience.
These three aspects are co-related and they interact with each other. Customer services
may be delivered partially or even fully through the internet, while frequently
customers may be just searching for information through the internet prior to visiting
the physical store.
In line with this reasoning, we separate the key factors influencing e-commerce
quality into three pylons: the web site quality pylon, the e-service quality pylon and
the traditional market quality pylon. The combination and integration of all of these
factors shapes the total e-commerce quality.
Figure 1 shows the framework being developed to describe the above three
important factors that influence e-commerce quality.
 Measuring
Dimension Key factors Description
e-commerce-
1. Performance Use Ease of use of the web site quality
Ability to get an overview of the
structure
Ease of navigation
Content Accuracy of information 275
Concise nature of the information
Timeliness of the information
2. Features Search capability
FAQ
Interesting links
3. Structure How information is Appropriate keywords or subheadings
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presented How hyperlinks are used

4. Esthetics Appearance of the web site Color combinations
Type and size of fonts
The animation
The sound effects
The clarity and readability of texts
5. Reliability Consistent performance Up to date information
Accurate information
Availability of web site Accessibility
Speed
Downloading speed
6. Storage capability Capability to store information and
make it easily available to customers
7. Serviceability Conflicts and complaints from
customers are resolved
8. Security and system Web site ability to safeguard and
integrity protect information that is provided to it
9. Trust The degree of confidence customers
have in online exchanges
10. Responsiveness Responding to customer
needs (e.g. through e-mail)
Flexibility in policies (e.g.
cancelations, refunds, etc.)
11. Product/service Convenience
differentiation and Timely delivery
customization Not attainable features
12. Web store policies Customer-oriented policies Warranties
Refunding
13. Reputation Past experiences
Perceived site performance
14. Assurance Provide impeccable service Table II.
15. Empathy Individualized response to customer Dimensions and key
requests factors of e-quality

Categorizing these factors into the above three groups may help researchers gain more
insights into online service quality, focusing separately on each pylon.

Limitations
The nature of this study is not to investigate new factors but just to detect and logically
organise all the factors that affect e-commerce quality that are frequently presented
 IJQSS
1,3
Quality Web site quality E-service quality
Attractiveness System quality Trust
- Storage capability
Serviceability Empathy
276 - Security and system
Product/Service integrity e -Store policies
differentiation and - Warranties
Information quality
customization - Refunding
- Information accuracy
- Convenience
- Information relevance Responsiveness
- Timely delivery
- Responding to
- Intangible features Aesthetics of the web site
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customer needs
- Reliability
Reputation - Flexibility in policies
- Consistent performance
- Past experiences
- Availability of the
Assurance web site
Structure of the site
- Appropriate keywords
or subheadings
- Use of hyperlinks
Features
- Search capability
Figure 1. - FAQ
A framework for - Interesting links
evaluating e-commerce Performance
quality

and discussed in literature. However, our identification scheme is solely based on a

synthesis of the existing literature without investigating the importance of the factors
mentioned. Thus, no empirical research was contacted in order to evaluate and
compare the importance of each factor.

Conclusions
Based on the various models presented, this paper focuses on a set of factors
influencing the quality in e-commerce, which in turn affects customers perceptions,
preferences and intentions. These factors have a significant practical meaning for
companies that do business through the internet. If all these factors are examined
thoroughly, it may be noticed that some of them are closely related to each other.
As online markets grow in size and importance, consumers are constantly
demanding higher quality e-commerce services, making the understanding and control
of these factors a necessity. Thus, it is suggested that further empirical research should
be conducted using these factors in order to identify their importance as well as the
mutual exclusivity of their dimensions.

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Reliability Management, Vol. 19 No. 3, pp. 246-58.
Ribbink, D., Liljanler, A.V. and Streukens, S. (2004), Comfort your online customer: quality, trust
and loyalty on the internet, Managing Service Quality, Vol. 14 No. 6, pp. 446-56.
Zhao, S.Q., Song and Chen, T. (2006), Conceptualizing consumers perceptions of e-commerce
quality, International Journal of Retail & Distribution Management, Vol. 36 No. 5,
pp. 360-74.

About the authors

Katerina D. Gotzamani is an Assistant Professor in the Department of Business Administration
in the University of Macedonia, Greece. She holds a PhD in Quality Management from the
University of Macedonia, Greece. Her previous degrees are MSc in Operations Research and
 Information Systems from the London School of Economics and BSc in Mathematics from the Measuring
University of Thessaloniki, Greece. She is teaching courses in total quality management and
operations management. Her research interests include total quality management, quality e-commerce-
management in the public sector, quality management in e-commerce, quality management quality
standards ISO 9000, operations research methodologies integrated in service quality
management, logistics, and supply chain management. She has participated in a number of
conferences and seminars and she has published more than 40 articles.
Yannis E. Tzavlopoulos is a PhD Candidate at the University of Macedonia, in the field 279
of quality and e-commerce. He is also a Director of Marketing and Business Development at
New York College. He is teaching courses in Bachelors and Masters since 2004 and he is still
remaining to pursue his career. He has been Marketing Director at a Leader Multinational
Industry and he has worked as an instructor to Universities, Colleges and Institutes, in subjects
such as Marketing, Management, Innovation, Management of Change, and Human Resources
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Management. He was a Valedictorian at the MBA degree. He has earned a scholarship from
the State Scholarship Foundation on academic criteria and a Scholarship from the University
of Macedonia. He was awarded from the Greek Academy of Marketing, on academic criteria
and also from the Hellenic Management Association for his work in the European Project called
NEXUS.

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