Dimensions of E-Service Quality

Name: Huỳnh Nguyễn Gia Hân
Student number: B2206529

Group: M01
Order number: 21
RESEARCH METHODS IN INTERNATIONAL BUSINESS
The literature review in my article is primarily found in the introductory sections and
the discussion of the study's findings. It references previous research and models
related to e-service quality, particularly focusing on the dimensions that influence
customer behavior and satisfaction. Key citations include studies by Blut (2016) and
Wolfinbarger & Gilly (2003), which provide a foundation for understanding the
relationships between e-service quality dimensions and customer outcomes.
While the specific section labeled "Literature Review" may not be explicitly stated,
the relevant content can be inferred from the discussions on the theoretical
background and the references to prior studies throughout the text, particularly in
sections discussing the methodology and findings.
In my article, the literature review encompasses the examination of existing research

related to e-service quality and its impact on customer behavior. It discusses various
models and dimensions of e-service quality, highlighting key studies that have
contributed to the understanding of this field.
Key points from the literature review include:
1. Dimensions of E-Service Quality: The review identifies critical dimensions such as
website design, fulfillment, customer service, and security/privacy, referencing Blut
(2016) and other studies that have empirically tested these constructs.
2. Impact on Customer Behavior: It emphasizes how these dimensions influence
overall e-service quality and, subsequently, customer behaviors like repurchase
intention, word of mouth (WOM), and site revisit intention.
3. Cultural Context: The review notes the importance of considering cultural
differences in the perception of e-service quality, suggesting that findings from one
context may not be universally applicable.
4. Need for Further Research: It calls for additional studies to explore the applicability
of e-service quality measurements across different countries and industries, indicating
that adjustments may be necessary for varying contexts.
Overall, the literature review serves to frame the research questions and hypotheses of
your study, providing a foundation for the investigation into e-service quality in the
Indonesian online shopping context.
The study aims to develop new knowledge to better understand the most important
dimensions of e-service quality that impact customer satisfaction, customer trust, and
customer behavior in online shopping. It focuses on testing the four-dimensional e-
service quality model proposed by Blut et al. (2015) - website design, customer
service, security/privacy, and fulfillment. Previous research has proposed various
attributes and dimensions to measure e-service quality, such as the SERVQUAL
model, WebQual, eTailQ, and E-S-Qual. However, these existing measurements have
some weaknesses in terms of being able to fully capture the attributes of online stores
and predict customer behavior. The hierarchical model of e-service quality developed
by Blut et al. (2015) and empirically tested by Blut (2016) is considered a more
comprehensive model that can better predict consumer behavior. This study aims to
test this hierarchical e-service quality model in a new cultural setting (Indonesia) and
make a comparison to the previous study done in the US.
The background highlights the importance of understanding e-service quality
dimensions and their impact on customer satisfaction, trust, and behavioral outcomes
like repurchase intention, word-of-mouth, and site revisit. This provides the context
for the research objectives and hypotheses tested in the study.
From this article, I can learn about many parts in scientific researchs:
1. Introduction: The article discusses the growing importance of e-service quality
in influencing customer satisfaction and loyalty. It highlights the need for
understanding how online businesses can meet customer expectations and the
research gap in measuring e-service quality across different cultural contexts.
The study aims to examine dimensions of e-service quality that affect customer
satisfaction and behavior, considering cultural factors in shaping customer
perceptions. A conceptual framework may guide the research, allowing for
better understanding of relationships between variables. The findings can have
practical implications for online retailers, enhancing customer experiences and
service quality.
2. Background: The article provides a historical context of e-service quality,
discussing its evolution, key attributes, theoretical frameworks, customer
expectations, cultural considerations, research gaps, and methodological
approaches. It highlights the importance of understanding customer
expectations, the impact of cultural differences on e-service quality perception,
and the need for effective management and meeting them. It also discusses the
need to understand the impact of cultural differences on e-service quality,
identifying gaps in existing literature, and highlighting the need for further
exploration in the field. Understanding these concepts can help businesses
improve their e-service offerings.
3. Methodology: The study used structural equation modelling to test the research
model, and an online survey of 355 Indonesian online consumers was
conducted to collect data. The study used an online questionnaire using Google
Docs, and the link was shared on social media such as Facebook, LINE, and
WhatsApp. The respondents were directed to a website containing the
questionnaire via the shared link, for its self-administration. The measurement
of e-service quality was assigned to four dimensions: website design, customer
service, security/privacy, and fulfillment. The study used a structural model to
test the relationships between e-service quality dimensions and customer
satisfaction, customer trust, and customer behavior. The study also used
Cronbach's alpha to assess the internal consistency reliability of the
instruments, and the variance inflation factor (VIF) to test for multi-
collinearity. The study adopts a hierarchical model of e-service quality, which
is a comprehensive model that can predict customer behavior better than other
widely used scales. The study combines the hierarchical model with trust,
which is important as it reinforces the adoption of e-commerce.
4. Result: The article presents key findings on e-service quality and its impact on
customer behavior. It identifies key dimensions of e-service quality, such as
website design, security/privacy, and fulfillment, and their statistical
relationships with customer satisfaction, trust, and behavior. The study may
suggest that customer service is not a significant factor in e-commerce,
suggesting businesses need to focus on other areas. The results will detail how
e-service quality affects customer behaviors like repurchase intention, word-of-
mouth communication, and site revisits, helping businesses develop strategies
to enhance customer loyalty. The findings will be presented in quantitative data
and visually represented in tables, charts, or graphs.
5. Discussion: The article discusses a study on e-service quality, focusing on its
interpretation, comparison with previous research, practical implications,
cultural context, limitations, future research directions, theoretical
contributions, and customer behavior insights. It provides a deeper analysis of
the findings, highlighting how website design, security/privacy, and fulfillment
contribute to overall e-service quality and customer satisfaction. The discussion
also discusses the study's relevance to broader academic discourse on e-service
quality and customer behavior. It also highlights the importance of
understanding cultural factors in shaping customer perceptions and identifying
areas for future research. The article also highlights the study's theoretical
contributions and its implications for future studies.

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Name: Huỳnh Nguyễn Gia Hân

Student number: B2206529

RESEARCH METHODS IN INTERNATIONAL BUSINESS

In my article, the literature review encompasses the examination of existing research

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