Consumer Perception of e-Service Quality: From Internet Purchaser and Non-Purchaser Perspectives

This exploratory study expands the knowledge concerning service quality dimensions in the context of Internet commerce, from the differing perspectives of two groups: Internet purchasers and Internet non-purchasers. Six primary service quality dimensions perceived by Internet purchasers were uncovered: reliability, access, ease of use, personalization, security, and credibility while seven dimensions were discovered for Internet non-purchasers: security, responsiveness, ease of use, reliability, availability, personalization, and access. When examining the relative importance of each dimension affecting overall service quality assessment, the "reliability" factor was found to be the most important dimension for Internet purchasers while Internet non-purchasers consider "security" as their most critical concern.