Conceptual Model for Understanding and Improving e-Service QualityCustomer Fulfillment Gap Customer Customer Perceived Perceived Purchase/ Web site Web site e-SQ Value Repurchase Requirements ExperiencesCompany Information Gap Design and Management’s Marketing Operation Beliefs of the of the about Customer Web site Web site Requirements Communication Design Gap Gap
Major Quantitative Research Studies• Three “National Technology Readiness Surveys” [NTRS] in the USA: – January 1999 – February 2000 – November 2001 – November 2002 [being planned]• Austrian Technology Readiness Surveys – February 2001 – October 2002 [being planned]• Swedish Technology Readiness Survey – July/August 2002 [data collected; analysis underway]
TR Scores by Dimension and Overall TRI * 4,5 * 4 3,5 * 3 2,5Mean TR 2 Scores 1,5 1 0,5 0 1 2 3 4 5 OPT. INN. DIS. INS. TRI US 1999 US 2000 US 2001 Austria 2001 *Austrian and US scores are signifcantly different
Sources of Information about TR and e-SQParasuraman and Colby, Techno-ReadyMarketing: How and Why Your CustomersAdopt Technology, New York: The FreePress, 2001.Parasuraman, “Technology Readiness Index (TRI): A Multiple-ItemScale to Measure Readiness to Embrace New Technologies,”Journal of Service Research, May 2000, pp. 307-320.•Zeithaml, Parasuraman, and Malhotra, “A Conceptual Frameworkfor Understanding e-Service Quality: Implications for FutureResearch and Managerial Practice,” MSI Monograph, 2000 (Report #00-115).