E-Sq Scales: Review of methodological variances across studies

Service quality is one of the most heavily researched constructs in the field of service marketing. With the growth of Internet retailing, the measurement and evaluation of online service quality has become increasingly important as firms deliver an expanding array of services through the internet. Effective measurement of service quality is indispensable, as retailers are always interested to identify customers’ needs, wants and preferences. On the basis of content analysis, this paper presents an overview of different methodological issues which are presented in the various e-SQ measurement scales, developed by scholars. Findings of the study showed that there are considerable differences in the research methods adopted by the researchers in developing e-SQ measurement scales in terms of defining service quality and its perspectives, sampling frame, sample size and dimensions measured. This extensive review of literature will be beneficial for academia and practitioners in the field of marketing in understanding the varied aspects of e-service quality and its measurement.