Factor analysis of service quality dimension shifts in the information age

To achieve quality in customer service is to enhance a company’s competitiveness. With the birth of the World Wide Web, the process of making products and services available to customers has changed from traditional communication channels to Web‐based information systems. Consequently, the widely used service quality measurement instrument SERVQUAL, developed for traditional customer service, may require adaptation for use in this information age. The identified general service quality dimensions in SERVQUAL may no longer be appropriate under this new and specific context. Shifts in service quality dimensions are due to the differences between Web‐based and traditional communication as well as the complementary functions of these two channels. A survey was conducted online and analyzed using structural equation modeling. Two new quality dimensions were identified. This information should be useful to Web designers and information service providers.