Applying SERVQUAL to Web sites: an exploratory study

In an effort to identify the quality factors perceived to be most important in relation to the use of Web sites, a survey was undertaken. The questionnaire utilized was based on the SERVQUAL instrument that identifies five quality dimensions in service environments. The results indicate that the quality dimensions found applicable in the service sector are also applicable to Web sites. The items that have been identified as most important in relation to the quality of Web sites are tangibles (the appearance of the Web site, navigation, search options, and structure), reliability (the ability to judge the trustworthiness of the offered service and the organization performing the service), responsiveness (the willingness to help customers and provide prompt service), assurance (the ability of the Web site to convey trust and confidence in the organisation behind it with respect to security and privacy), and empathy (the provision of caring, individualized attention to customers, including user recognition and customization).