Purchasing behaviour in an online supermarket: the applicability of E-S-QUAL

The purpose of this paper is twofold: first, to assess the applicability of the four dimensions of online service quality, as proposed in the E-S-QUAL scale, to the setting of an online supermarket; and, second, to propose and test a model that links these e-quality dimensions with loyalty and purchasing behaviour in the setting of an online supermarket.

Purchasing behaviour in an online supermarket: The applicability of E-S-QUAL

Frederic Marimon

International University of Catalonia

Richard Vidgen

University of New South Wales

Stuart Barnes

University of East Anglia

Eduard Cristóbal

University of Lleida

Introduction

The well-known SERVQUAL instrument (Parasuraman et al. 1985, 1988; Parasuraman et al. 1991) has become one of the most widely used generic measures of service quality. More recently, Parasuraman et al.(2005) have developed a new instrument, known as ‘E-S-QUAL’, to assess service quality in the context of electronic commerce (e-commerce). The E-S-QUAL...

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