engleski

E-service Quality: a Case Study of Varaždin County

E-service is a service delivered to a customer or a potential buyer through a web site. Owing to ICT evolution, a web site is becoming a communication, sales and marketing channel. There exist a growing number of web sites through which enterprises not only communicate with their customers but also offer and sell their goods and services. These developments in turn have created the need for measurement and evaluation of this kind of service. E-service quality can be interpreted as the evaluation of service provided to an individual by a web site. Therefore e-service quality is defined as difference between the service that a customer or a user of particular web site expects and the one actually provided by the web site. E-service quality evaluation results can be used as a basis for e-service quality improvement as well as the improvement of enterprise efficiency, competitiveness and attractiveness in the virtual market. The existing instruments for e-service quality evaluation are based on respondents’ perception of their experience during their interaction with the seller by means of the Internet. While evaluating e-service quality, respondents complete a questionnaire consisting of a particular number of items where their degree of agreement/disagreement with a particular item is marked. In this paper the existing e-service quality evaluation instruments are presented, as well as their advantages and disadvantages. First, the structure of enterprises from Varaždin County offering online shopping service on their web sites was determined. Furthermore, the quality of e-service provided by enterprises from Varaždin County was defined using the E-S-QUAL instrument, one of the latest instruments for e-service quality evaluation. Along with this evaluation, the quality of e-service provided by enterprises from Varaždin County was determined using the upgraded E-S-QUAL instrument developed with a view to eliminate the influence of respondents’ subjective perception on e-service quality evaluation results.

e-service; e-service quality; quality evaluation; e-service evaluation instruments

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