Moderating effects of technology acceptance perspectives on e-service quality formation: Evidence from airline websites in Taiwan

Research highlights? Predicting consumers' behavior by examining their technology acceptance perspectives. ? Technology Acceptance Perspective (TAP) includes perceived trust and usefulness. ? TAP impacts e-service quality, service value, and service satisfaction relationships. ? Designing more efficient websites can increase service quality. ? Enhancing customers' trust and perceived usefulness contribute to e-service success. e-Service markets have been growing rapidly over the past several years on airline websites, and e-commerce and e-service marketing activities have attracted a great deal of attention as a means of increasing customers' perception of online shopping activities, since they reduce the waiting time incurred by offline shopping transactions. This study surveys 236 international travelers who have had a different experience of purchasing airline tickets from 30 different airline service websites in Taiwan. The results illustrate that perceived trust and usefulness, which are the factors of the technology acceptance perspective, positively moderate the relationship between e-service quality, perceived service value, and service satisfaction.

[1]  Magid Igbaria,et al.  Technology acceptance in the banking industry: A perspective from a less developed country , 2000, Inf. Technol. People.

[2]  Mary Jo Bitner,et al.  The Service Encounter: Diagnosing Favorable and Unfavorable Incidents: , 1990 .

[3]  A. Parasuraman,et al.  The impact of technology on the quality-value-loyalty chain: A research agenda , 2000 .

[4]  Venkatesh Shankar,et al.  Customer value, satisfaction, loyalty, and switching costs: An illustration from a business-to-business service context , 2004 .

[5]  R. Oliver.  Whence Consumer Loyalty? , 1999 .

[6]  S. Beatty,et al.  Service Failure in Online Retailing , 2003 .

[7]  Jochen Wirtz,et al.  Services Marketing: People, Technology, Strategy , 2000 .

[8]  Rebecca J. Slotegraaf,et al.  Longitudinal Shifts in the Drivers of Satisfaction with Product Quality: The Role of Attribute Resolvability , 2004 .

[9]  C. Fornell,et al.  Evaluating structural equation models with unobservable variables and measurement error. , 1981 .

[10]  A. Herrmann,et al.  The Social Influence of Brand Community: Evidence from European Car Clubs , 2005 .

[11]  Philip J. Trocchia,et al.  Consumer perceptions of Internet retail service quality , 2002 .

[12]  Fred D. Davis,et al.  User Acceptance of Computer Technology: A Comparison of Two Theoretical Models , 1989 .

[13]  John Ozment,et al.  The augmented service offering for perceived and actual service quality , 1994 .

[14]  C. Grönroos.  Service Management and Marketing: A Customer Relationship Management Approach , 2000 .

[15]  Mary Jo Bitner,et al.  Relational benefits in services industries: The customer’s perspective , 1998 .

[16]  Ali M. Quazi,et al.  Differentiating between service quality and relationship quality in cyberspace , 2003 .

[17]  Haemoon Oh.  Service quality, customer satisfaction, and customer value: A holistic perspective , 1999 .

[18]  J. J. Cronin,et al.  Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments , 2000 .

[19]  Manuel J. Sánchez-Franco,et al.  Web acceptance and usage model: A comparison between goal-directed and experiential web users , 2005, Internet Res..

[20]  William David Salisbury,et al.  Perceived security and World Wide Web purchase intention , 2001, Ind. Manag. Data Syst..

[21]  J. Farley,et al.  The state of interactive marketing in seven countries: Interactive marketing comes of age , 2005 .

[22]  Hsin Hsin Chang,et al.  The Relationships Among E-Service Quality, Value, Satisfaction and Loyalty in Online Shopping , 2007 .

[23]  Steven A. Taylor,et al.  Measuring Service Quality: A Reexamination and Extension , 1992 .

[24]  J. J. Cronin,et al.  Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach , 2001 .

[25]  Petrus Guriting,et al.  Borneo online banking: evaluating customer perceptions and behavioural intention , 2006 .

[26]  C. Ranaweera,et al.  The influence of satisfaction, trust and switching barriers on customer retention in a continuous purchasing setting , 2003 .

[27]  Marios Koufaris,et al.  The development of initial trust in an online company by new customers , 2004, Inf. Manag..

[28]  H. Bussell.  Qualitative Methods and Analysis in Organizational Research: A Practical Guide , 2000 .

[29]  Huseyin Arasli,et al.  Customer service quality in the Greek Cypriot banking industry , 2005 .

[30]  Mei Cao,et al.  B2C e-commerce web site quality: an empirical examination , 2005, Ind. Manag. Data Syst..

[31]  Jagdip Singh,et al.  Consumer Trust, Value, and Loyalty in Relational Exchanges , 2002 .

[32]  V. Zeithaml.  Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence: , 1988 .

[33]  J. Hair.  Multivariate data analysis , 1972 .

[34]  A. Payne,et al.  A Strategic Framework for Customer Relationship Management , 2005 .

[35]  Roland T. Rust,et al.  Service Quality: New Directions in Theory and Practice , 1993 .

[36]  L. Hosmer.  TRUST: THE CONNECTING LINK BETWEEN ORGANIZATIONAL THEORY AND PHILOSOPHICAL ETHICS , 1995 .

[37]  James C. Anderson,et al.  STRUCTURAL EQUATION MODELING IN PRACTICE: A REVIEW AND RECOMMENDED TWO-STEP APPROACH , 1988 .

[38]  G. Zinkhan,et al.  Determinants of Perceived Web Site Interactivity , 2008 .

[39]  P. Nath,et al.  A model of trust in online relationship banking , 2003 .

[40]  Byoungho Jin,et al.  The role of etail quality, e-satisfaction and e-trust in online loyalty development process , 2009 .

[41]  S. Hunt,et al.  The Commitment-Trust Theory of Relationship Marketing , 1994 .

[42]  Jonathan Steuer,et al.  Defining virtual reality: dimensions determining telepresence , 1992 .

[43]  C. Droge,et al.  Service quality, trust, specific asset investment, and expertise: Direct and indirect effects in a satisfaction-loyalty framework , 2006 .

[44]  Joan Buckley.  E‐service quality and the public sector , 2003 .

[45]  A. Parasuraman,et al.  The Behavioral Consequences of Service Quality , 1996 .

[46]  Christian Homburg,et al.  Applications of structural equation modeling in marketing and consumer research: A review , 1996 .

[47]  Gary Hackbarth,et al.  Computer playfulness and anxiety: positive and negative mediators of the system experience effect on perceived ease of use , 2003, Inf. Manag..

[48]  T. Oyama,et al.  Experimental studies on figural aftereffects in Japan. , 1957, Psychological bulletin.

[49]  J. J. Cronin,et al.  Removing the contextual lens: A multinational, multi-setting comparison of service evaluation models , 2005 .

[50]  David M. Szymanski,et al.  E-satisfaction: an initial examination , 2000 .

[51]  J. C. Flanagan.  Psychological Bulletin THE CRITICAL INCIDENT TECHNIQUE , 2022 .

[52]  Carol C. Bienstock,et al.  Measuring Service Quality in E-Retailing , 2006 .

[53]  Suresh K. Tadisina,et al.  Development of e-service quality measure for internet-based financial institutions , 2008 .

[54]  A. Parasuraman,et al.  Service quality delivery through web sites: A critical review of extant knowledge , 2002, Journal of the Academy of Marketing Science.

[55]  P. Verhoef,et al.  Critical Incidents and the Impact of Satisfaction on Customer Share , 2008 .

[56]  V. Zeithaml,et al.  E-S-QUAL A Multiple-Item Scale for Assessing Electronic Service Quality , 2004 .

[57]  Fred D. Davis,et al.  A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies , 2000, Management Science.

[58]  O. Ferrell,et al.  The management of customer-contact service employees: An empirical investigation. , 1996 .

[59]  S. Gounaris,et al.  Antecedents of Perceived Quality in the Context of Internet Retail Stores , 2005 .

[60]  Donna L. Hoffman,et al.  Building consumer trust online , 1999, CACM.

[61]  Fred D. Davis.  Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology , 1989, MIS Q..

[62]  Philip E. T. Lewis,et al.  Research Methods for Business Students , 2006 .

[63]  A. Parasuraman,et al.  SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. , 1988 .

[64]  Donald R. Cooper,et al.  Business Research Methods , 1980 .