Website Service Quality in Ireland - A Consumer Perspective

Despite the fact that service quality is a critical determinant of website success, studies show that consumers frequently view the service quality delivered through websites as unsatisfactory. This paper outlines a study investigating the dimensions of website service excellence valued by Irish customers of a small to medium enterprise specialising in gifts. The e-S-QUAL measurement instrument was applied to customers who purchase products online from this retailer, in order to determine their purchasing patterns and the dimensions of e-service quality that they value. This study makes a major contribution to the literature as it describes the application of the newly operationalised E-S-QUAL measurement instrument. The findings will also benefit both practitioners and researchers in developing an understanding of the factors that contribute towards the creation and maintenance of consumer satisfaction in Irish online transactions.