An empirical assessment of consumers' evaluations of web site service quality: conceptualizing and testing a formative model

Purpose – The objective of this study is to develop and test a specific conceptualization and modeling specification of web site service quality and the influence web site service quality has on e‐service provider loyalty and word‐of‐mouth. Design/methodology/approach – Data from an online survey of consumers across two studies were obtained. Findings – The results support the conceptualization and operationalization of web site service quality and its effects on word of mouth and loyalty. Research limitations/implications – Implications for the measurement of consumer perceptions of web site service quality are highlighted for researchers, and directions for future research are discussed. Practical implications – E‐service providers should carefully consider customer experiences on their web sites, and their management efforts to ensure they design and deliver the appropriate levels of service quality derived through the specific components of web site service quality. Originality/value – The findings are of value to e‐service practitioners managing web site service quality and offer empirical support to its formative conceptualization. The focus here on formative modeling will stimulate discussion among e‐service researchers and practitioners, which could result in richer e‐service quality measures leading to improved marketing decision making and web site quality management.