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Users' perceptions of the free, virtual-only service experience

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  • Baris Yilmazsoy
  • Mohammed Saad
  • Svetlana Cicmil

Abstract

Using two stages of large-scale empirical data collection and analysis, this article presents a first attempt to develop a scale (netQ) for measuring the quality of free, virtual-only service experience. In the first stage, based on responses to an online survey, qualitative analysis has been used to identify the service quality items. This was followed by a second survey on webmail services. Exploratory factor analysis revealed the dimensionality of the final scale, which consists of four underlying dimensions: web design, reliability, user assistance, and privacy/security. Directions for further research on online service quality are suggested. Managerial implications are also reported.

Suggested Citation

  • Baris Yilmazsoy & Mohammed Saad & Svetlana Cicmil, 2006. "Users' perceptions of the free, virtual-only service experience," The Service Industries Journal, Taylor & Francis Journals, vol. 29(7), pages 1007-1019, December.
    • Handle: RePEc:taf:servic:v:29:y:2006:i:7:p:1007-1019
    DOI: 10.1080/02642060902749856
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