Conclusions

---

This study achieves significant progress in the development of valid and reliable measures of e-commerce service quality. The current SERVQUAL and IS-SERVQUAL instruments are targeted towards the traditional marketing environment or information systems environment. The lack of standardization in measurement of web site service quality limits the extent to which generalization and theory can be developed, and the extent to which results can be explained, justified, and compared in the e-business research community. Based on the SERVQUAL and IS-SERVQUAL literature, we have conceptually reviewed the domain of service quality construct, operationally modified the EC-adapted SERVQUAL instrument, and empirically validated the general EC-SERVQUAL. The authors encourage practitioners and researchers to use the instrument in various applications. The generality of this proposed instrument provides a common framework for comparative analysis of results obtained from various researches.

---