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E-service quality: an internal, multichannel and pure service perspective

Author

Listed:
  • José M. Barrutia
  • Jon Charterina
  • Ainhize Gilsanz

Abstract

This article contributes to the emerging e-service quality literature by adopting a different approach to the dominant focus in previous research. The work centres on the internal perspective of organisation, studies the pure service sector and subjects the personal sales channel and the Internet channel to joint examination. A new conceptual framework is proposed via an adaptation of the service pyramid model [Parasuraman, A. (1996). Understanding and leveraging the role of customer service in external interactive and internal marketing . Paper presented at the 1996 Frontiers in Services Conference, Nashville, TN], and employee-orientated internal marketing and technology-orientated internal marketing are analysed as integrated drivers of commercial performance, within the context of retail banking in Spain. The results suggest that both marketing activities constitute part of a coherent strategy that is geared towards making and meeting service promises, within a multichannel perspective, and is associated with high commercial performance.

Suggested Citation

  • José M. Barrutia & Jon Charterina & Ainhize Gilsanz, 2007. "E-service quality: an internal, multichannel and pure service perspective," The Service Industries Journal, Taylor & Francis Journals, vol. 29(12), pages 1707-1721, March.
    • Handle: RePEc:taf:servic:v:29:y:2007:i:12:p:1707-1721
    DOI: 10.1080/02642060902793508
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    Cited by:

    1. Asare Yaw Obeng & Peter L Mkhize, 2017. "Operational Risk, Bank Size and the Financial Performance of Commercial Banks in Kenya," International Journal of Finance & Banking Studies, Center for the Strategic Studies in Business and Finance, vol. 6(3), pages 51-69, April.
    2. Xiaoyu Li & Jiahong Yuan & Yan Shi & Zilai Sun & Junhu Ruan, 2020. "Emerging Trends and Innovation Modes of Internet Finance—Results from Co-Word and Co-Citation Networks," Future Internet, MDPI, vol. 12(3), pages 1-14, March.
    3. Ladhari, Riadh, 2010. "Developing e-service quality scales: A literature review," Journal of Retailing and Consumer Services, Elsevier, vol. 17(6), pages 464-477.
    4. Antonio Iazzi & Oronzo Trio & Monica Fait & Lea Iaia, 2013. "Social web communication and CRM in the marketing strategies of wine enterprises," The International Journal of Economic Behavior - IJEB, Faculty of Business and Administration, University of Bucharest, vol. 3(1), pages 103-116, December.
    5. Gjoko Stamenkov & Zamir Dika, 2016. "Bank employees’ internal and external perspectives on e-service quality, satisfaction and loyalty," Electronic Markets, Springer;IIM University of St. Gallen, vol. 26(3), pages 291-309, August.

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