**2. E-service quality**

Service quality is becoming considerable area of research from various domains (operations, marketing, hospitality and information technology). SERVQUAL is a pioneer model which represent ten service quality dimensions for measurement of quality which are: responsiveness, competence, access, courtesy, communicating, creditability, security, understanding/knowing the customer, and tangibles [6]. The same model was revised by Parasuraman and et al. [7] it was simplified into five key dimensions: reliability, assurance, tangibles, empathy, and responsiveness. Although this model is one of the most classical models in measuring service quality it was adopted by many researchers in various domains [8–15].

It is very critical to main quality of e-services as more services online in response to the massive growth and demand by service users in light of the current situation. Various scholars offered means to measure quality in various context of applications. SITEQUAL [16] was initially developed to measure internet shopping sites perceived quality. On the other hand, Madu and Madu [17] argued that the quality can be measured by more extensive dimensions, thus proposed 15 dimensions of e-services quality; performance, features, structure, esthetics, reliability, storage capacity, Service ability, security and system integrity, trust, responsiveness, productive services, Web store policy, reputation, assurance and empathy. Quality was also studied in the domain of e-tailers and Cai and Jun [18] identified four effective dimensions which are: website design/content, trustworthiness, prompt/reliable service, communication. Additional five dimensions were proposed by Long and C. McMellon [19] which are: tangible, assurance, reliability, purchasing process, responsiveness. A *multiple-item scale (E-S-QUAL & E-RecS-Qual)* [20] was developed to measure *the quality of e-service of online shopping sites*. While Caruana et al. [21] proposed EtailQ a scale to measure online retailing service.

Quality was also measured in e-banking service in UK [22] identified seven quality seven dimensions: convenience/accuracy, accessibility/reliability, god queue management, personalization, friendly/responsiveness, customer service,

#### *E-Services Quality: A Perspective of Service Providers and Service Users DOI: http://dx.doi.org/10.5772/intechopen.97077*

targeted customer service. Another study by Hussain [23] in e-banking domain as well identified six e- service quality dimension to have positive influence in measuring quality which are; reliability, responsiveness, ease of use, personalization, security, and website design. While a recent review study [24] found that reliability, efficiency, responsiveness, ease of use, security, website esthetic, credibility and personalization are key dimensions effecting e-banking domain.

Bauer et al. [25] developed a scale named as eTransQual to measure e-service quality with dimensions: functionality/design, enjoyment, process, reliability, responsiveness. Another hierarchical approach proposed by Fassnacht et al. [26] who identify three quality dimensions with sub dimension which are: Delivery quality (attractiveness of selection, information quality, ease of use, technical quality), environment quality (graphic quality, clarity of layout), out-come quality (reliability, functional benefit, emotional benefit).

Another hierarchical approach was proposed by Heinonen [27] with four quality dimensions and sub dimension which are: technical (outcome of service interaction), functional (interaction between the customer and all kind of interfaces of company for both personal and technical prospective), temporal (perception of the time of service), and spatial (customer perception on the physical place). While PesQ model [9] identifies four quality dimensions which are: web design, customer service, assurance and order management. Another six dimensions of e-service quality which are: trust, customized communication, ease of use, website content and functionality, reliability, and speed of delivery were proposed by [28]. Ha et al. [29] explores four dimensions which have a good impact on customer adoption of online shopping the dimensions are: website design, customer service, privacy/security, atmospheric/experiential. Akinci et al. [30] revised E-S-QUAL and E-RecS-QUAL of [20] in the context of e-banking in Turkey. While Lin et al. [31] develop a scale SSTQUAL for self-service technology which identifies seven dimensions which are: functionality, enjoyment, security/privacy, assurance, design, convenience, and customization.

Santouridis et al. [32] examined the applicability of e-service quality scale E-S-Qual and identify four dimensions which are: efficiency, fulfillment, system availability and privacy. On the other hand, Janita [33] explored service quality dimensions in B2B e-marketplaces and identify four dimensions which are: reliability, privacy, utility or the information, valued-add service. On the other and in the area of online service satisfaction, While Li [34] identified the key dimension in the domain of e-commerce websites in china: identify system related dimension and service related dimensions which are: system related (efficiency, ease of navigation, reliability, personalization, ease of use, speed) and service related (responsiveness, assurance, delivery, and customer service). Achchuthan et al. [8] Developed an model with five e-service quality dimensions which are: tangibility, empathy, responsiveness, reliability, and assurance. This was in the context of electricity services.
