The moderating effects of perceived ease of use and perceived usefulness on e-service quality, value and satisfaction

Abstract

E-service markets have been growing rapidly over the past several years on airline website, and e-commerce and e-service marketing activities have attracted a great deal of attention as mean of increasing customers perception of online shopping activities, since they reduce the waiting time incurred by of line shopping transactions. Electronic service quality (e-SQ) plays an important role for any business that involved with online transaction to attract customers. With improving e-SQ it will improve and create service satisfaction and increase customers’ perceived service value. Customers’ assessment of website quality and e-service quality usually based on their actual experience of interacting with the site as well as post interaction service with core service quality, therefore it is important to determine dimensions of e-SQ in order to meet customer needs in internet environment. The present study addressed dimensions of e-SQ in the low cost carrier airline context and their relationship with the customer perceived satisfaction and customers perceived service value. Furthermore the moderating effect of perceived ease of use and perceived usefulness on the relationship between e-SQ, perceived service value and perceived service satisfaction was also examined. The quantitative research paradigm and a convenient sampling procedure were employed to distribute questionnaire among Airasia customers (International ticket holders) in Sepang, Malaysia. The results indicated that e-SQ dimensions: Customization, Site privacy and aesthetic, Efficiency, System availability and Fulfilment constitute e-SQ for low cost carrier airline. Furthermore the result also illustrate that perceived ease of use and perceived usefulness, which are the factors of the technology acceptance perspective, positively moderate the relationship between e-service quality, perceived service value and perceived service satisfaction.