| Abstract |
WebServ Scale is a diagnostic tool for measuring user-perceived website service quality. It is essential for understanding and improving service quality of websites, user satisfaction and loyalty. The development and validation of this strategic measurement scale were based on customers and employees’ perceptions of the websites of Malaysian companies. The scale items were generated through related marketing literature, Critical Incident Technique and focus groups. After the appropriate content and reliability, Exploratory Factor and Structural Equation Modeling analyses, WebServ Scale was found to be valid and reliable. This 35-item scale is a multi-dimensional construct comprising seven (7) multi-item components: Technical Quality, Content Quality, Organisation Information, Service Information, Tangibles, Address and Assurance. WebServ scale can be used to generate WebServ Survey Instrument, WebServ Scorecard, WebServ Index, eWebServ, WebServ System. It has great potential for commercialisation to benefit all the organisations and companies (with websites) in public and private sectors for maximized performance and profitability. It is a fast and economical diagnostic tool to know how good a website is in serving the users or visitors for online service excellence.
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