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ER-SERVCOMPSQUAL: A Measure of E-Retailing Service Components Quality

Author

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  • John R. Rossiter

    (University of Wollongong, Australia; and Bergische University Wuppertal, Germany)

Abstract

In a recent article in this Journal, S. Vargo, the service-dominant logic theorist, makes the unarguable claim that "What is needed is a true science of service (Vargo and Akaka, Service Science , 2009, p. 39, emphasis in original). To constitute a true science of service, services research must use valid measures. The sine qua non requirement for a valid measure is content validity, which comprises item-content validity and answer-scale validity (see Rossiter, International Journal of Research in Marketing , 2002, and C-OAR-SE Construct Measurement for the Social Sciences , Springer, forthcoming). The present article begins by criticizing the content validity of E-S-QUAL (Parasuraman, Zeithaml, and Malhotra [Parasuraman, A., V. A. Zeithaml, A. Malhotra. 2005. E-S-QUAL: A Multiple-Item Scale for Assessing Electronic Service Quality. Journal of Service Research 7 (3) 213-233.]), the principal academic measure of e-retailer service quality, which is probably the most important construct in contemporary services research. Rossiter's (Rossiter, J. R. 2002. The C-OAR-SE Procedure for Scale Development in Marketing. International Journal of Research in Marketing 19 (4) 305-335.) C-OAR-SE construct measurement theory is then applied to develop a new and more valid measure, called ER-SERVCOMPSQUAL. This new measure seeks potential customers' and current customers' judgments about the quality of the components of e-retail service (thus ensuring high item-content validity), which are rated in terms of behavioral answer categories (which have high answer-scale validity). The new measure clearly shows e-retail managers where to make improvements in their service quality. [ Service Science , ISSN 2164-3962 (print), ISSN 2164-3970 (online), was published by Services Science Global (SSG) from 2009 to 2011 as issues under ISBN 978-1-4276-2090-3.]

Suggested Citation

  • John R. Rossiter, 2009. "ER-SERVCOMPSQUAL: A Measure of E-Retailing Service Components Quality," Service Science, INFORMS, vol. 1(4), pages 212-224, December.
    • Handle: RePEc:inm:orserv:v:1:y:2009:i:4:p:212-224
    DOI: 10.1287/serv.1.4.212
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