An empirical study of e-Service quality and its impact on achieving a value added

Abstract

This study addresses the gap of how businesses vary in quality services of its website by investigating the e-Service Quality and its impact on achieving students' value added at private universities in Jordan. A descriptive and quantitative methodology are used. To achieve the study objectives. A Likert scale questionnaire was designed and included (30) statements to collect data from the sample which consists of (480) respondents. Then, a statistical correlations and regression tools used to analyze data. The study showed that e-Service Quality related to achieving a student’s Value Added. Findings have also proved the impact of e-Service quality on achieving students' Monetary value and achieving students' Beneficial value. Multiple regression indicated that “adequacy of information” and “website design” have the highest impact on achieving Value added. We concluded that sophisticated content, user-friendly wellconstructed, and professional university’s web design would improve students’ experience, and add much values to students. Corresponding author: Haitham Alzoubi Email addresses for the corresponding author: haitham_zubi@yahoo.com First submission received: 17th May 2018 Revised submission received: 3rd September 2018 Accepted: 10th December 2018 Introduction Globalization, hyper competition and information technology era push businesses to adopt new styles of management, and able to produce and deliver products and services that add values to customers. Also adopt any new methods to satisfy customers expectations. There is a consensus on how vital a website is important for any business, which is determined by its services. Businesses have to enhance their website and improve the quality of its web-services (e-Service Quality) to grant their customers with more values. Businesses' website foreshadows the strategic tool of the new era of businesses due its great potential for being one of businesses' core competences for all types of industries. Services-based business may rely on website more than manufacturing-based business since website became part of its services like universities. A good university’s website would improve students’ interactions, strengthen institutional reliability and reputation, enhance students’ satisfaction, and result in more saving in money and time. Moreover, universities that consider a good student experience of website influence to contribute to greater institutional goals and lead to obvious financial returns. Service quality is seen as the ability to identify and respond to the declared or undeclared consumer interests. In the service-based, perception is an important aspect of the service experience, and an Journal of Business and Retail Management Research (JBRMR), Vol. 13 Issue 4 July 2019 www.jbrmr.com A Journal of the Academy of Business and Retail Management (ABRM) 139 important part of quality of service. Quality in services is not what the supplier provides but what the customer receives (Khafajy et al., 2016). Universities try to explore what and how students value their website and what they perceived to be value added, it reflects their level of satisfaction of website, as compared with that of its competitors. It is also important from industry-based viewpoint as well as servicebased to understand the e-service quality in terms of online services and the determinants dimensions of the value perceived by the customer (Askari et al., 2016). Furthermore, service quality in online environment is a significant determinant of the productivity of e-service and the perceived value. Usually online customers expect a better or at least the same level of service compared to traditional service channels or compared to competitors’ service level. Theoretical Framework and Literature Review Service quality of any website can be viewed as the sum of facilities and services provided by business' websites. Different perspectives on the importance of the quality of web services and the disparity in the level of services they provide, and their relationship to value added, make businesses rethink the framework of e-service and how to provide it to enhance the disparate relationships with added value (Chinomona et al., 2014). Chen et al. (2013), discussed that quality of service is making sure that business fulfill their customers’ needs and requirements when using their website. And the quality level of websites' services could refer accordingly to the level of technical capabilities, level of design, facilitates processing their transactions, and quick response, that meet or exceed the customer’s needs, which may contribute to build a good relationship with them (Alzoubi et al., 2015). E-Service Quality Although It is apparent that reviewing dimensions of service quality still with the interest of many authors regarding its number and nature identified (Ladhari, 2010). However, quality could be derived from the comparison of the existing service performance of any business with the customers' expectations and experiences. Also, service quality can be defined as surpassing the expectations of the customers. Moreover, Parasuraman et al. (2005) referred that dimensions of service quality consists of five criteria; namely tangibles, reliability, responsiveness, assurance and empathy. In addition, Ladhari (2010) explored most examined dimensions in the literatures, these dimensions were; Ease of use (reliability/trust), Quick accessible (accessibility), Adequacy of information (information quality/benefit), Website design (content), responsiveness, empathy, competence, interactivity, convenience, and accuracy. In the same regard, Rust and Lemon (2001) agreed that e-service related to the function of services in an online environment. While the perceived e-service quality assessed by the consumer refers to consumers' overall assessment and perception of the services provided by the company’s website, and to what degree the expectations of the consumers are fulfilled by the service outputs (Santos, 2003). Some dimensions have been argued by Cristobal et al. (2007) in which customers assess websites such as: ease of use/usability, information accessibility/content, design style, privacy/security, and fulfillment. In addition, Rowley (2006) investigated dimensions of e-service quality which are: website features (design), security, responsiveness, accessibility, reliability (Ease of use), information (Adequacy), communication, delivery, personalization. While Parasuraman et al. (2005) introduced a model to measure the e-service quality (E-S-QUAL), consists of system availability, efficiency, privacy, fulfillment, contact, responsiveness, and compensation. The e-Service dimension adopted in this study followed the study of Ladhari (2010) which are; Quick accessible, Ease-of-use, Information Adequacy, and Website design. Quick accessible: refers to website's mechanism to facilitate the reach and retrieve targeted information. Also, the ability to offer multiple access points of communication through various interfaces like search engine, that assist users to search and pick up relevant information (Cai and Jun 2003). Ease-of-use: which enable the users to use all website’s options, functions and services in Smooth, comfort and easy way. Moreover, it gives more simplicity to absorb content information which needs to be clearly articulated, also to offer internal tools to be simple to use (Li and Suomi, 2009). Journal of Business and Retail Management Research (JBRMR), Vol. 13 Issue 4 July 2019 www.jbrmr.com A Journal of the Academy of Business and Retail Management (ABRM) 140 Information Adequacy: it's when the website provides the users with a sufficient, satisfied and relevant content of information as immediate as the users seek for it. In addition, content should cover all areas of interest, and information provided should be fit to users’ requirements (Ladhari, 2010). Website design: It refers to the website’s architecture and all related aesthetics, like images, colors, animations and graphics, and how it is presenting the content in a way to attracts and motivate the website’s user, that makes them return to use the website. And most likely, quality of design, happens when the user has a good impression because of design (Cai and Jun 2003). Value Added Although “Value Added” and “Added Value” terms sound alike and could be used interchangeably in some situations, but still they have different meanings, and the difference in that meaning becomes relevant in different business scenarios, some definitions derives from the its field of science, such as: economics, accounting, operations, marketing and customer behavior, some use Added Value in financial analysis to measure a shareholder value, and calculate it by minus the product price from product cost (Chinomona et al., 2014). While Value Added in economics refer to the estimate of the business economic profit, moreover, market Value Added of any business is the difference between its current market value and the share capital or owners’ initial capital. Value Added in business and management comes when the products or services' benefits exceeds the customer expectations and extend to more benefits. In a study carried out by Zeithaml (1988) presented value added as the difference between the evaluation of the benefits perceived by the consumer and the amount practically paid, or that a perceived value is established in the mind of the consumer regarding the relevant service. Value Added in the online services is not too far, it is customer's perception of the preferred benefits between choosing online services compared with same traditional services. In another words, Value Added refers to extra benefits or features of the online services which make it better than its same traditional one, and provide something exceed customer expectations (Chen et al., 2013). As a practical rule in University’s website, presenting the students