Toward a Valid Measure of E-Retailing Service Quality
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| Formato: | Artículo científico |
| Lenguaje: | en |
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Universidad de Talca
2007
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| _version_ | 1876468702326554624 |
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| author | John R. Rossiter |
| author_facet | John R. Rossiter |
| contents | Toward a Valid Measure of E-Retailing Service Quality John R. Rossiter Multidisciplinaria (Ciencias Naturales y Exactas) OAR SE procedure scale development retailing service quality E-retailers are major players in the field of electronic commerce and their success would seem to depend onservice quality, because they are selling the same products that traditional retailers sell. This article critiquesCollier and Bienstock´s [5] new measure of e-retailing service quality and shows how the stages of e-retailingservice quality can be more validly measured by adopting Rossiter´s [12] C-OAR-SE procedure for scaledevelopment. Collier and Bienstock`s measure is insufficiently valid because the measure (1) fails to specify thehierarchical objects that form the construct, and measures the overall object, e-retailing, wrongly by focusing oncompleted transactions; (2) does not fully acknowledge the hierarchy of attributes that form the construct andoperationalizes these attributes wrongly as reflective when at all four levels they are formed; (3)inappropriately represents the rater entity by using college student participants; (4) employs unnecessarilynumerous, often redundant, and sometimes ambiguous scale items, with Likert-type answer scales that makethe observed scores managerially almost uninterpretable; and (5) tries to measure overall e-retailing servicequality when it makes sense only to measure the separate quality ratings of sequential stages of the e-retailingservice process. The article points out how these problems could be avoided by constructing a new measurethat properly applies the C-OAR-SE procedure. 2007 artículo científico 0718-1876 https://www.redalyc.org/articulo.oa?id=96520304 en http://www.redalyc.org/revista.oa?id=965 Journal of Theoretical and Applied Electronic Commerce Research application/pdf Universidad de Talca Journal of Theoretical and Applied Electronic Commerce Research (Chile) Num.3 Vol.2 |
| format | Artículo científico |
| id | redalyc_96520304 |
| institution | Redalyc |
| language | en |
| publishDate | 2007 |
| publisher | Universidad de Talca |
| spellingShingle | Toward a Valid Measure of E-Retailing Service Quality John R. Rossiter Multidisciplinaria (Ciencias Naturales y Exactas) OAR SE procedure scale development retailing service quality Toward a Valid Measure of E-Retailing Service Quality John R. Rossiter Multidisciplinaria (Ciencias Naturales y Exactas) OAR SE procedure scale development retailing service quality E-retailers are major players in the field of electronic commerce and their success would seem to depend onservice quality, because they are selling the same products that traditional retailers sell. This article critiquesCollier and Bienstock´s [5] new measure of e-retailing service quality and shows how the stages of e-retailingservice quality can be more validly measured by adopting Rossiter´s [12] C-OAR-SE procedure for scaledevelopment. Collier and Bienstock`s measure is insufficiently valid because the measure (1) fails to specify thehierarchical objects that form the construct, and measures the overall object, e-retailing, wrongly by focusing oncompleted transactions; (2) does not fully acknowledge the hierarchy of attributes that form the construct andoperationalizes these attributes wrongly as reflective when at all four levels they are formed; (3)inappropriately represents the rater entity by using college student participants; (4) employs unnecessarilynumerous, often redundant, and sometimes ambiguous scale items, with Likert-type answer scales that makethe observed scores managerially almost uninterpretable; and (5) tries to measure overall e-retailing servicequality when it makes sense only to measure the separate quality ratings of sequential stages of the e-retailingservice process. The article points out how these problems could be avoided by constructing a new measurethat properly applies the C-OAR-SE procedure. 2007 artículo científico 0718-1876 https://www.redalyc.org/articulo.oa?id=96520304 en http://www.redalyc.org/revista.oa?id=965 Journal of Theoretical and Applied Electronic Commerce Research application/pdf Universidad de Talca Journal of Theoretical and Applied Electronic Commerce Research (Chile) Num.3 Vol.2 |
| title | Toward a Valid Measure of E-Retailing Service Quality |
| topic | Multidisciplinaria (Ciencias Naturales y Exactas) OAR SE procedure scale development retailing service quality |
| url | https://www.redalyc.org/articulo.oa?id=96520304 |