Modified Importance-Performance Analysis of E-service Quality

This study develops a comprehensive framework of e-service quality, and measures the e-service quality based on modified importance-performance analysis. Based on 300 consumer surveys of four popular retail websites, this study develops an e-service quality scale derived from previous studies, and compares the importance and performance of e-service quality by “regression coefficient approach” and “partial correlation approach”. Modified importance-performance analysis covers the verification of reliability and validity with critical statistical analysis, and offers different e-service quality management strategies for each attribute depending on the quadrant that it is positioned in both “regression coefficient approach” and “partial correlation approach”. 5 attributes are in the “concentrate here” quadrant. 1 attribute is in the “keep up the good work” quadrant. 2 attributes are in the “low priority” quadrant. 7 attributes are in the “possible overkill” quadrant. The results help practitioners to identify what problems exist, and formulate strategies to meet the consumers' needs.