Website Service Quality (Multidimensional)

What it measures

Twenty-one nine-point items measure overall website service quality by adapting the five SERVQUAL dimensions—reliability, responsiveness, assurance, empathy, and tangibles—for an online retail context. The scale is based on the performance component of the SERVQUAL instrument, rephrased to apply to websites, and treats all items as a single summated scale rather than five separate subscales. Given its multidimensional content, its unidimensionality has been noted as a limitation.

Response format

9-point rating scale (anchors likely not important at all / extremely important)

Scale items

• Providing services as promised
• Dependability in handling customers' service problems
• Performing services right the first time
• Providing services at the promised time
• Keeping customers informed about when services will be performed
• Prompt service to customers
• Willingness to help customers
• Readiness to respond to customers' requests
• Web site should instill confidence in its customers
• Making customers feel safe when buying online
• The web site is polite and courteous
• Web site provides useful information to answer customer questions
• Individual attention is given
• That the web site is designed to provide a caring service
• Having the customer's best interest at heart
• The web page should understand the needs of their customers
• Modern design and graphics are used
• Visually appealing pages are used
• The web site is well designed and has a professional appearance
• The site is visually appealing
• The web site is easily accessible

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Adapted from Cronin and Taylor (1992) and ultimately derived from the SERVQUAL instrument. Alphas of .97 (Study 1) and .95 (Study 2) were reported. Evidence of convergent and discriminant validity was provided. Because items reflect multiple service quality dimensions, unidimensionality cannot be assumed and subscale use may be more appropriate in some applications.

Citation

Harris, L. C., & Goode, M. M. H. (2004). The four levels of loyalty and the pivotal role of trust: A study of online service dynamics. Journal of Retailing, 80(2), 139–158.

Keywords