The classification and importance of E‐S‐Qual quality attributes: an evaluation of online shoppers

Purpose – The purpose of this study is to classify and assess the importance levels of the quality attributes of E‐S‐QUAL measurement scale, aiming to focus on the most important attributes to improve.Design/methodology/approach – E‐S‐QUAL measurement scale is classified according to Kano's model and the relative importance levels of the E‐S‐QUAL quality attributes are revealed via analytical hierarchy process (AHP). The data of the study were gathered through a questionnaire, which consisted of four parts and was applied to 202 online shoppers in Izmir/Turkey.Findings – Almost all of the quality attributes are placed under one‐dimensional category. Privacy dimension is found to be a high value‐added attribute, whereas the least important attributes are found to be within the efficiency dimension. None of the quality attributes of E‐S‐QUAL are regarded as attractive attributes.Practical implications – This study is expected to attract the attention of practitioners on the most important quality attributes...