Enhancing E-Commerce Service Quality: Strategic Insights and Evaluation  
Author Chih-Ming Tsai

 
Co-Author(s) Chun-Hung Yu;  Chun-Min Yu; Chih-Han Chu

 
Abstract With the rapid advancement and continuous innovation of internet technology, the development of online platforms has become the business model that dominates consumer shopping behavior for e-commerce businesses. In such a fiercely competitive environment, enhancing service quality of e-commerce platforms has become an important topic that drives customer satisfaction and e-commerce businesses profits. By employing both electronic service quality (E-S-QUAL) and electronic recovery service quality (E-RecS-QUAL), the research framework of establishing e-commerce service quality was identified. Based on the results of 30 service quality attributes obtained from 136 Taiwanese respondents, the responsiveness construct falls into the “Concentrate here” field of Importance-Performance Analysis (IPA). Two questionnaire items of “The platform provides good product guarantees” and “When a problem occurs in my transaction, the platform guides me on how to resolve it” in the responsiveness construct, classified into the high value-added of refined Kano model, are also the essential service quality attributes in enhancing customer satisfaction. Finally, we provide the strategic insights and valuable guidance for e-commerce businesses in developing strategies to enhance service quality on their platforms.

 
Keywords Electronic Service Quality (E-S-QUAL), Electronic Recovery Service Quality (E-RecS-QUAL), Refined Kano Model, Importance-Performance Analysis (IPA), Customer Satisfaction
   
    Article #:  RQD2025-126
 

Proceedings of 30th ISSAT International Conference on Reliability & Quality in Design
August 6-8, 2025