Service quality and e‐commerce: an exploratory analysis

Examines the applicability of determinants identified in a physical services environment to assess the services relating to e‐commerce. It is argued that the lack of human interaction during the Web site experience means that determinants such as competence, courtesy, cleanliness, comfort and friendliness, helpfulness, care, commitment, flexibility are not particularly relevant in e‐commerce. On the other hand, determinants such as accessibility, communication, credibility, understanding, appearance, and availability are equally applicable to e‐commerce as they are in physical services. The paper argues the need for further research to identify suitable determinants for the e‐commerce operating environment.