Evaluating Microblogging e‐Service Quality using ANP

More and more well-known Internet enterprises, such as Google, Yahoo and Microsoft, are continually involved in the management of microblogging Websites. However, even though their level of awareness is high, they are uncertain how to take their place in the emerging microblogging industry. Therefore, microblogging site proprietors should pay attention to improving the service quality of their Websites to increase the rate of return visits by users. Earlier studies of service quality chiefly used the SERVQUAL scale to address physical service quality. However, the current study focuses on e-service quality, which is different from physical service quality. Therefore, the E-S-QUAL scale and the E-RecS-QUAL scale have been chosen as a basis, and interviews with experts have been used to construct a better conceptual framework for e-service quality. In addition, in the authors' opinion, a certain degree of dependence exists among the aspects and the criteria of importance in this field, and, therefore, the Analytic Network Process (ANP) approach was chosen as the major analytic tool to discuss and analyse the key aspects and the key criteria. The results reveal that the key aspects are Security/Privacy, Empathy and Efficiency; and the key criteria are It does not share my personal information with other sites, It protects my personal information, This site is always available for business, This site makes it easy to find what I need, and Promoting consumers' excitement. Copyright © 2011 John Wiley & Sons, Ltd.