"Good e-service quality is essential to keep customers shopping at an online store. Even though there are many measurements of e-service quality, there is room for improvement. Some issues include inaccurate indicators that did not properly reflect the construct, a lack of reliability, methodological issues such as inaccurate group of respondents who were not actual customers of an online site, and out-of-date measurements. To improve e-service quality measurement, several steps were taken by following scale development practices. After reviewing e-service quality literature and conceptually defining the construct, this study conducted eight focus groups to discover dimensions and scale items of the construct. Eight dimensions emerged: information quality, privacy protection, delivery system, ease of use, site functionality, customer service, customization, and multi-device compatibility. Two pilot tests using expert feedback and exploratory factor analysis were also conducted. Results from exploratory factor analysis showed that seven factors fit the data. Ease of use, site functionality, and customization did not appear as dimensions of e-service quality. New dimensions emerged from the EFA and include return process, multi-device compatibility, and omni-channel. For scale validation purpose, a confirmatory factor analysis with perceived value, satisfaction, and loyalty as dependent variables was conducted. Results confirmed all seven factors and e-service quality had positive relationships with all outcome variables. Theoretical contributions, managerial implications, and limitations were also discussed."--Page ii.
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