Combining the eTransQual scale and importance-performance analysis to assess service quality of online shopping

Electronic commerce has been grown rapidly in the last decade with the support of the Internet. Consequently, it requires retailers to improve their ability to fulfill the needs of their customers to gain satisfaction. Due to the close connection with the customer satisfaction, service quality is considered as a critical factor for the success of the service providers. This study tried to assess the service quality of an online shopping using eTransQual and attempt to combine it with the importance-performance analysis (IPA) model. The eTransQual scale was utilized since it integrates both utilitarian and hedonic facets while the other scales neglect the latter one. The hedonic aspect is regarded as a key determinant of Internet usage behavior as the feelings are aroused during electronic service encounters. The IPA model was used here to recognize what attributes have to be improved to achieve customer satisfaction. It can be done through identifying the attributes which are perceived as important by the customers. Since not all attributes have to be advanced eventually, this can reduce the excessive investment spent by the service providers. A case study was conducted in one of the most popular online shopping site in Indonesia to exhibit the applicability of the proposed methods. This study can provide the owners of the online shopping sites with valuable insights into the attributes that reflect the customers' perceptions.