measuring users perceived portal service quality
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MEASURING USERS PERCEIVED PORTAL SERVICE QUALITY
- AN EMPIRICAL STUDY
Tsuang Kuo, Iuan-Yuan Lu, Chiung-Hui Huang, and Guo-Chiang Wu
College of Management
National Sun Yat-sen University
Koahsiung 804, Taiwan
ABSTRACT Portals can be used internally for companies to provide employees with
streamlined access to corporate information resources. To deliver superior service quality,
managers of companies with Web presences must first understand how customers
perceive and evaluate online service. Based on SERVQUAL model, a multi-dimensional
scale was developed to analyze user-perceived portal quality. The results found that
customer satisfaction are related to four factors: (1) empathy, (2) ease of use, (3)
information quality, and (4) accessibility. Users perceived service quality is the most
effective indicator to model portal customer satisfaction. These findings will greatly
improve the efficiency of business organizations and managers who actively seek ways to
improve their service through Web technology.
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INTRODUCTION
With the proliferation of the Internet applications, the information resources of the World
Wide Web have become so vast and rich. Portals have emerged to help individuals and
organizations locate information more efficiently. A portal is a web site that provides an
initial point of entry to the Web or to internal data of a company. In addition to being
jump off points to content provided by others, an Internet portal, such as Yahoo!, is also
the destination for news, games, maps, shopping, and so forth (Strauss and Frost, 2000).
Companies are also building their own internal portals to provide employees with
streamlined access to corporate information resources. The goal of a corporate portal is to
merge all of the employees’ information and communication needs into a single interface.
Thus, corporate portals access internal documents, data warehouses, groupware, e-mail,
and calendars, in addition to the Web.
Organizations investing in web technologies are looking forward to realizing the
benefits of these investments. However, this would not be possible without understanding
the attributes that contribute to portal visitors having a satisfying, high quality online
experience of their portal sites. While many of the instruments to measure information
and system quality were developed in the context relevant to web designers, few have
focused systematically on what web users really desire (Aladwani and Palvia, 2002). The
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purpose of this project is to understand online service quality for Web sites in general,
portals in particular. As these quality attributes will provides means of measuring service
quality and effective and meaningful strategy to remain productive.
TRADITIONAL SERVICE QUALITY
Unlike goods quality, which can be measured objectively by such indicators as durability
and number of defects, service quality is elusive and maybe difficult to measure. It is
subjective and personal construct that reflects customers’ potential entertainment and
emotional worth. Deriving from focus group interviews, Parasuraman et al. (1985)
identified 10 basic dimensions that reflect service attributes used by customers in
evaluating the quality of service provided by service businesses.
The SERVQUAL model, a multiple-item instrument and first developed by
Parasuraman et al. (1988), has been widely tested for measuring customer perceptions of
service quality. Empirical data for testing and refining the instrument were obtained from
customers spread across five different service categories – appliance repair and
maintenance, retailing banking, long-distance telephone, securities brokerage, and credit
cards. The items of SERVQUAL were grouped into five distinct dimensions:
l Tangibles: Physical facilities, equipment, and appearance of personnel.
l Reliability: Ability to perform the promised service dependably and accurately.
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l Responsiveness: Willingness to help customers and provide prompt service.
l Assurance: Knowledge and courtesy of employees and their ability to inspire trust
and confidence.
l Empathy: Caring, individualized attention the firm provides its customers.
Service quality is determined by the interaction of all those factors that affect the
process of making products/services available to customers. Multiple-attributes models
have been widely adopted to measure service quality ever since.
Many replication researches refined SERVQUAL and reapplied it in a variety of
settings. Gradually, research has further developed service quality measurement with
refinements suitable for particular circumstances. Disagreements between these studies
have focused on two major issues, (1) lack of consensus as to how many dimensions of
service quality and (2) causal linkage between satisfaction and quality (Asubonteng,
McCleary, and Swan, 1996). Services are heterogeneous: their performance often varies
from producer to producer, from customer to customer, and from day to day. Li, Tan, and
Xie (2002) argue that the number of service quality dimensions is contextual, and might
be a function of the particular service industry. Some dimensions that are highly
correlated may collapse into one distinct dimension, while one dimension may divide into
two distinct dimensions in the specific domain of the study. Several of the expressed
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attributes of service quality involved ideal points that varied among customers. For
example, responsiveness via emails, personalization, and information and graphic are
attributes on which desires vary across customers (Zeithaml, Parasuraman, and Malhotra,
2002). Therefore, the service quality skeleton, when necessary, can be adapted and
supplemented to fit the needs of a particular organization (Parasuraman, Zeithaml, and
Berry, 1985). Disagreement concerning the proposed linkage between quality and
satisfaction has led to a division over causality. While one group supporting the
proposition that quality is an antecedent of consumer satisfaction (Cronin and Taylor,
1992), the other group supporting the proposition that satisfaction leads to quality. Other
suggests that quality and satisfaction are determined by the same attributes (Asubonteng,
McCleary, and Swan, 1996).
WEB-BASED SERVICE QUALITY
Web-based service quality is defined as the extent to which services based on the web
technology facilitate the effective and efficient online communication, purchase and
delivery of product/service (Li, Tan, and Xie, 2002). As electronic shopping incorporates
many of the same characteristics as real shopping, measurement of Web-based service
quality; therefore, is expected to be multi-dimensional in nature. Two principle
differences between web-based and traditional services quality are presented below:
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(1) Web-based customer service is much more efficient than traditional service.
Websites can simultaneously provide a close connection between customers and
companies, and among the customers themselves. Traditional customer service is
labor intensive and time consuming.
(2) Active versus passive. Web customers are not passive recipients of marketing and
selling and are instead central players who experience increased control in the
online environment (Wolfinbarger and Gilly, 2001). Web-based customer service
provides information on the Internet for customers who in turn perform
self-service. Although other information technology makes customers self-service
possible, traditional service relies on human more than web-based service.
Though, the majority of Web quality attributes and scales are relevant to Web designers
than Web users. Academic research has acknowledged a number of criteria that influence
customers in evaluating Web sites in general and service quality delivery through Web
sites in particular. The following measurement variables were derived from the study of
information systems and marketing literature.
Convenience. Convenience has often been defined in terms of saving time and effort,
including physical and mental efforts. In other words, convenience means time saving,
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effort savings, and accessibility (location and hours availability) (Wolfinbarger and Gilly,
2001). Websites are the virtual storefront of business. Content refers to the information,
features, or services that are offered in the web site. Customers are in control of what they
want to read, when they want to read it. The web site structure should be constructed
logically to help users to find information (Huizingh, 2000). Product search functions,
site maps, product indices, and the overall site design and organization, are the features of
store navigation. Inadequate navigation and search engine capabilities will limit users’
ability to locate desired information on a web site.
Empathy. Web technology provides a perfect environment for empathy – “caring and
individualized attention the firm provides its customers” (Parasuraman, Zeithaml, and
Berry, 1985). Because of the lack of face-to-face contact on a web site, web content
should be carefully designed to arrange and present customer service opportunities (Liu
and Arnett, 2000) according to customer need and navigation habits. Web pages are
written in hypertext, which provides the opportunity to build content that is intelligible
and interesting to people at different levels of understanding (Maroney, 1997). Hyperlinks
aid the discovery of new and useful information and allow users to drill down into more
detail as needed. Unfortunately, hypertext may also be confusing if inactive link exist.
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Nothing will drive away customers like a site full of dead links.
Ease of Use. As both the presence and operation of websites depend heavily on
information technology, they are often regarded as a type of information system. Website
is an interactive learning environment between customers and business. It is important to
increase customers’ abilities to learn how to browse and to find relevant information on
the Web (Liu and Arnett, 2000). Technology acceptance model (TAM) posits that
perceived usefulness and perceived ease of use are the primary determinants of system
use (Davis, 1989). In the interactive web environment, consumers have the control of
information flow and have to perform two tasks: one is to understand the information and
the second is to manage the information flow (Ariely 2000). Ease of use will increase
customers’ ability to learn how to browse and to find relevant information on the Web. A
site’s search functions, download speed, overall design, and organization are among the
key elements that affect usability (Zeithaml, Parasuraman, and Malhotra, 2002).
Information Quality. Online users feel that they can more fully investigate options than
they can offline. Most of online customers want to serve themselves and will serve
themselves by locating information as long as it is relatively easy to find. Because the
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information resources of the World Wide Web are so vast and rich, it is important that
desired information could be accessed easily. Although search costs are dramatically
reduced on the Web, improvements still needed in areas such as reduction of irrelevant
information, improved information organization and better information processing aids
(Wolfinbarger and Gilly, 2001). Variables used for measuring information quality include
accuracy, timeliness, relevance, flexible information presentation, customized
information presentation, price information, product/service comparability,
product/service differentiation, complete product/service description (Liu and Arnett,
2000). Along with text, information is also provided by appropriate use of graphics.
Fun. The likelihood of a repeat visit to a web site is enhanced when the visitors find the
visit enjoyable (Rice, 1997). Hedonic pleasure, such as enjoyment, excitement, feeling of
participation, escapism, and charming, of site design can motivate customer to participate,
promote customer excitement and concentration, and include charming features to attract
customers and to help them enjoy the visit (Liu and Arnett, 2000).
Reliability. The dominant dimension in traditional service quality, reliability, has also
been cited as an important predictor of web-based service quality (Palmer, Bailey, and
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Faraj, 1999; Wolfinbarger and Gilly, 2002). Most studies have investigated the
commercial potential of the Web based almost entirely focus on the direct sales function
of the Web sites. A reliable system should ensure correct operations, rapid access, quick
error recovery, security, tracking order status, and privacy to enhance users’ confidence.
In the context of EC, trustworthy, dependable, and reliable characteristics are important to
trigger business transaction (Liu and Arnett, 2000). Customers should be able to trust the
system and use its on-line purchase capabilities. A transaction might be a simple purchase,
but in more complex situations, the supplier and customer have to interact several times
before all details of the order have been agreed (Huizingh, 2000). Web designers should
allow customers to track their on-line order status.
Responsiveness. Customer loyalty increase substantially when online buyers learned that
customer service representatives were available and were willing and able to resolve the
situation quickly. Some customers are busy and are not likely to make the effort to switch
as long as they can find the information they want in a timely fashion. E-mail assistance
helps satisfy the need for help online, but is sometimes perceived as being too slow.
Online buyers also often complain that e-mail responses are often not individualized for
them and thus do not resolve their problem. Online buyers largely do not expect or desire
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“high touch” service unless they have questions or problems with customer service, in
which case they expect relatively speedy answers responsive to their individual problems.
Accessibility. The distinguishing characteristic of networks is that they have no
boundaries. In today’s crowded cyberspace, Internet users have plenty of choice for
information. Since the geographic distance between Web sites has diminished, Web site
has to provide 7x24 around the clock service to serve their customers. It is a waste of
customer’s time for waiting information to be downloaded. Because users have many
opportunities of instance access from many potential sources, it becomes impossible to
retain web customers when the speed of download is slow.
Other Criteria. Freedom and control: Online shoppers will put off transactions because
of the lack of investment and the “always there” quality of online shopping. It is easy to
come back and complete a transaction at a later time when they have had more time to
think about it. Lack of sociality: Many online shoppers engage in low-commitment, high
involvement behavior as they leave sites easily without purchasing, but find their online
shopping trips interesting, informative, and useful (Wolfinbarger and Gilly, 2001).
Information integration: When users can control the content, order, and duration (the
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amount of time the information is present) of product-relevant information, their ability to
integrate, and thereby use information is improved (Ariely, 2000).
MEASUREMENT OF USER PERCEIVED PORTAL SERVICE QUALITY
Though the basic principles of service quality are universally and equally valuable to both
online and offline businesses, academic research into the web-based service quality has
been addressed only relatively recent. SERVQUAL provides a useful framework, and
also a starting point, for developing multi-dimensional scale to analyze user-perceived
Web quality. The empirical work on online service quality so far, however, has focused
overwhelmingly on the online electronic commerce (EC) function, with few, if any,
studies of streamline internal business processes. This study focused on the use of
Internet technology for company’s internal use, i.e., portal, as well as on capturing key
characteristics of web site quality from the user’s perspective. With this intention in mind,
this study has deliberately excluded all the sale related activities of EC.
RESEARCH METHODOLOGY
Based on the original SERVQUAL model, Li, Tan, and Xie (2002) modified some
dimensions and items to make them more applicable to web-based customer services, and
added additional items to represent more specific facets of the services studied. Their
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28-item instrument was developed to measures six dimensions of Web quality:
responsiveness, competence, quality of information, empathy, Web assistance, and
call-back systems. With this conceptual framework, an online survey was conducted to
collect web-based service quality information from an international customer’s
perspective.
Using the 28 questions (Li, Tan, and Xie, 2002) as the starting point for the
development of an item pool, this study deleted 6 items, which are purchase transaction
and post purchase related activities. 3 items were consolidated into closely related items.
As far as tangibles and assurance are concerned, two new items were created to
substituted two original items to capture the characteristic of portals. Two new portal
specific items were added for completion. Some modifications to the wording were made
to construct them relevant to the portal service environment. The final questionnaire,
shown in the Appendix, has 21 items.
The questionnaire has four sections. First section is used to measure customer’s
expectation of his/her favorite portal. Second section is the corresponding measure of
customers’ perceptions of his/her favorite portal site. Third, customer satisfactions were
evaluated by self-reported measures. Self-reported measures of behavior rather than
direct observations were used to determine the actual level of customer satisfaction. Five
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questions were constructed to rate the level of consumer satisfaction: overall satisfaction,
browsing experience, future visits, willing to recommend, willing to pay for service. The
last section contains demographic data.
A pilot test was conducted on 30 Web users to assess the semantic content and
readability of the questionnaire. Problems or difficulties, such as ambiguity of wordings,
misunderstanding of technical terms, were reported for further modification.
THE SAMPLE
Convenience sampling was adopted to gather data for this study. Requests for participants
were sent via emails to more than 300 MBA students during a two-week period in 2003.
Solicitation recipients were asked to forward the mailings to other interested people. The
questionnaire was posted on a web site for 14 days and received 1,305 hits. 772 visitors
completed the questionnaire. Total number of valid questionnaires is 608 copies after
incomplete questionnaires were deleted.
DATA ANALYSIS AND RESULTS
Table 1 summarizes some of the demographic data of the respondents. The number of
female respondents is more than male’s. 83% of all the respondents’ age is between 19 to
30 years old. The majority user groups were listed as college students (56.41%),
government (9.21%) and manufacturing (9.05%). Almost all respondents have a higher
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education degree, college (53.5%) and graduate (43.9%). The characteristics were
reasonably consistent with the known profiles of online users.
Table 1 Demographic profile of respondents to the survey (n=608)
Characteristics Frequency Percentage
Male 298 49.01 Gender Female 310 50.99 13-18 10 1.64 19-24 292 48.03 25-30 213 35.03 31-35 47 7.73 36-40 20 3.29 41-45 18 2.96
Age
46 and up 8 1.32 Agriculture 2 0.33 Manufacturing 55 9.05 Information Tech. 43 7.07 Service 47 7.73 Government 56 9.21 Student 343 56.41
Occupation
Other 62 10.19 Secondary or below 16 2.6 College 325 53.5
Education
Graduate 267 43.9
The respondents are all very experienced net users and majority of them have more than 3
years of experience on the net (Table 2). Most of the respondents surf the net daily with
duration of 30 minutes to 3 hours. The survey found that Yahoo! has the most users
(81.91%) with a significant margin ahead of the second one (pchome.com.tw, 8.06%).
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Search (84.5%), free email (66.28%) and news (65.95%) top the list of frequently used
service categories from portal sites.
Table 2. Internet usage and preference
Characteristics Frequency Percentage 1 and under 1 0.16 1 - 2 4 0.66 2 - 3 33 5.43 3 - 4 71 11.68 4 - 5 121 19.90 5 - 6 156 25.66 6 - 7 98 16.12 7 - 8 55 9.05
Duration of Net Usage (year)
8 and up 69 11.35 0.5 and below 27 4.44 0.5 - 1 100 16.45 1 - 2 162 26.64 2 - 3 123 20.23 3 - 4 74 12.17 4 - 5 34 5.59
Daily Net Usage (Hours)
5 and up 88 14.47 Yahoo! Taiwan 498 81.91 pchome.com.tw 49 8.06 yam.com.tw 20 3.29 MSN Taiwan 10 1.64
Favorite Portal
Other 31 5.10 Search 511 84.05 Free email 403 66.28 News 401 65.95 News Letter 217 35.69
Frequently Used Services
Download 174 28.61
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Attributes and Dimensions Identification. As lack of consensus on dimensions of
service quality, an exploratory factor is performed to identify those effective items and
dimensions for the portal users. First, Kaiser-Meyer-Olkin (KMO) measure of sampling
adequacy was calculated for test of fitness. Kaiser (1974) argued if KMO is less than 0.5,
factor analysis is inappropriate. The KMO value of this research is 0.902. This clearly
suggests that factor analysis can be used to extract research factors. The Bartett sphere
test is also significant at the level of 0.0000 (Table 3).
Table 3 KMO and Bartett sphere test
Kaiser-Meyer-Olkin sample fitness test 0.902 χ2 4694.282 Bartett sphere test Degree of freedom 210 Significant level 0.0000
Several rules are typically applied when addressing how many factors to be extracted. To
obtain a meaningful or interpretable grouping of the variables, we employed the rule of
eigenvalue greater than 1, percentage of variance extracted accounts for at least 5% of the
common variance, and the factor loading is greater than 0.5. The initial result of the
exploratory factor analysis indicated that some construct revisions were needed.
The results from factor analysis suggests a 4-component structure (Table 4): (1)
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empathy, (2) ease of use, (3) information quality, and (4) accessibility. After re-specifying
the instruments, 17 items were retained.
Table 4 Factor loading for exploratory factor analysis Factor Cronbach’s Alpha R2 Factor Loading
Empathy 0.8278 19.327% 20. Feedback is customized exactly to my question 0.786 18. Questions are quickly responded 0.780 19. Relevant FAQ help customers to solve problems 0.722 17. WebPages can be personalized customized 0.703 13. Web sites has many interactive service features 0.604 16. Privacy is protected 0.522 Ease of Use 0.7783 14.659% 07. Navigation is easy 0.743 05. Information category is simple and straight forward 0.716 15. Available services are clear to customers 0.650 06. Web pages are visually appealing 0.593 14. Service is easy to locate 0.542 Information Quality 0.7753 13.441% 02. Information is current and timely 0.769 03. Information is accurate and relevant 0.734 01. Hyperlinks are valid 0.723 04. Information is rich in detail 0.590 Accessibility 0.7032 9.896% 10. Web pages load fast 0.777 08. Website is available all the time 0.741
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Reliability. In order to examine the construct were internally consistent of the current
service quality scale; reliability assessment was carried out using Cronbach’s alpha. A
low value of Cronbach’s alpha indicates the sample of items performs poorly in capturing
the construct that motivated the measure and verse visa. All Cronbach’s alphas (Table 4)
of the four dimensions exceed the minimum standard (0.70), suggested by Nunnally
(1978), which indicates that the scale is quite reliable.
Validity. To ensure content validity, a through examination was made of the relevant
literature. Pre-test was conducted to review the questionnaire for validity (measuring
what is intended), completeness (including all relevant variable items), and readability
(making it unlikely that surveyed subjects will misinterpret a particular question).
SERVICE QUALITY AND CUSTOMER SATISFACTION
Employed multiple regression analysis, significance tests for the relationship on customer
satisfaction to the constructs of service quality was conducted (Table 5, 6, 7). The larger
R2 implies that the regression model provides a better fit to the data. By comparing the
value of R2 from Table 5, 6, 7, data from perceived service quality (Table 5) is the best in
building a regression model to predict customer satisfaction. The t tests on regression
coefficients (Table 5) provide the statistical evidence necessary to conclude that
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significant relationships are between the four constructs and customer satisfaction.
Table 5. Effects of perceived service quality to customer satisfaction
Dependent Variables
Independent Variables
Regression coefficient
R2
Empathy 0.197*** Ease of use 0.337*** Information quality 0.175***
Customer Satisfaction
Accessibility 0.107**
42.8%
Note: P<0.001(***); P<0.01(**); P<0.05(*)
Table 6. Effects of expected service quality to customer satisfaction Dependent Variables
Independent Variables
Regression coefficient
R2
Empathy 0.101* Ease of use 0.081 Information quality -0.010
Customer Satisfaction
Accessibility -0.067
1.8%
Note: P<0.001(***); P<0.01(**); P<0.05(*) Table 7. Effects of difference of expected and perceived service quality to customer
satisfaction Dependent Variables
Independent Variables
Regression coefficient
R2
Empathy 0.106* Ease of use 0.250*** Information quality 0.184***
Customer Satisfaction
Accessibility 0.126**
26.9%
Note: P<0.001(***); P<0.01(**); P<0.05(*)
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The mean scores of users perceived quality (Table 8) rank as following: information
quality (3.80), accessibility (3.78), ease of use (3.71), and empathy (3.25) on the 5-points,
“strongly disagree” to “strongly agree,” scale. This result indicates that the quality of
information play the most critical role in attracting visitors to a portal site. The context of
information quality includes that information is current and timely; information is
accurate and relevant; hyperlinks are valid; information is rich in detail. Accessibility and
ease of use also obtain high mean scores, which present the level of importance to each
attribute in evaluating website’s quality. Empathy shows a relatively low rating which
might reflect the sampled respondents are experienced net users who felt confident and
did not expect much attention for assistance.
The mean scores of users expected service quality rank differently from perceived
quality: accessibility (4.73), information quality (4.59), ease of use (4.43), and empathy
(4.14). In this research, accessibility includes two items: web pages load fast; and website
is available all the time. This result shows net users expect portal site to be 7x24, and
pages downloaded promptly.
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Table 8. Gap between perceptive and expected service level
Item Expected Perceived Diff. t value Sig. Empathy 4.14 3.25 -1.16
Q20 4.14 3.05 -1.10 -26.10 0.000 Q18 4.41 3.07 -1.34 -32.35 0.000 Q19 4.01 3.30 -0.71 -18.00 0.000 Q17 3.62 3.34 -0.28 -5.98 0.000 Q13 3.79 3.32 -0.47 -11.22 0.000 Q16 4.87 3.42 -1.45 -34.12 0.000
Ease of use 4.43 3.71 -0.72 Q7 4.60 4.03 -0.56 -17.54 0.000 Q5 4.54 3.79 -0.75 -20.22 0.000 Q15 4.39 3.79 -0.60 -16.38 0.000 Q6 3.97 3.37 -0.60 -14.71 0.000 Q14 4.63 3.57 -1.05 -25.41 0.000
Information quality 4.59 3.80 -0.79 Q2 4.61 3.93 -0.68 -18.84 0.000 Q3 4.64 3.67 -0.97 -25.48 0.000 Q1 4.61 3.94 -0.67 -18.47 0.000 Q4 4.51 3.65 -0.86 -23.42 0.000
Accessibility 4.73 3.78 -0.95 Q10 4.72 3.74 -0.98 -26.50 0.000 Q8 4.74 3.86 -0.88 -23.09 0.000
CONCLUSIONS AND MANAGERIAL IMPLICATIONS
To deliver superior service quality, managers of companies with web presences must first
understand how customers perceive and evaluate online service. Based on the results
from this research, several recommendations can be advanced.
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First, more attention to the users’ needs. Most of net users (81.91%) from our
research prefer Yahoo! as their favorite portal site. This phenomenon is very common in
the cyberspace. Most of the net users will visit the most popular Web site only because
that geographic location is not a factor for visiting a Web site. Managers should be aware
of this while building a portal site for internal use. If the portal does not meet users’ needs,
users will not come at all.
Second, perceived service quality is the most effective indicator to model portal
customer satisfaction. Data from customer perceptions build a significantly better model
to predict customer satisfaction. This will greatly improve the efficiency of business
organizations and managers who actively seek ways to improve their portal service.
Third, The success of portals is closely related to four factors: information quality,
accessibility, ease of use, and empathy. Information quality is the most important factor
for customer satisfaction. The result indicates the importance, in general, of successful
portal site design to information rather than technology. Although getting technology in
order is an essential component of achieving successful portal site, there’s much more
needed to be done.
ACKNOWLEDGEMENT: The authors thank Mr. Ming-Yuan Lin for data collections.
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APPENDIX
Item Attribute Q1 Hyperlinks are valid Q2 Information is current and timely Q3 Information is accurate and relevant Q4 Information is rich in detail Q5 Information category is simple and straight forward Q6 Web pages are visually appealing Q7 Navigation is easy Q8 Website is available all the time Q9 Website content is appropriate to customer requirements Q10 Web pages load fast Q11 Website has adequate search facilities Q12 Website address is easy to remember Q13 Web sites has many interactive service features Q14 Service are easy to locate Q15 Available services are clear to customers Q16 Privacy is protected Q17 Webpage can be personalized customized Q18 Questions are quickly responded Q19 Relevant FAQ help customers to solve problems Q20 Feedback is customized exactly to my question Q21 Customers are notified for new offers automatically
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