Microsoft Word Volume 2 Service and Service Quality Final docx

Appendix B - Electronic Service Quality Models 
REFERENCE DIMENSION 
DESCRIPTION
(Santos, 2003) 
Incubative Dimension 
“The proper design of a web site, how technology is 
used to provide consumers with easy access, 
understanding and attractions of a web site. The 
majority of elements in the incubative dimension can 
be developed before a web site is launched.” 
(Santos, 2003, p. 238) 

Ease of use 
“How easy the web site is for customers to conduct 
external search in cyberspace and internal navigation 
and search within the web site. External search refers 
to the extent to which customers can easily find the 
web site on the worldwide web.” (Santos, 2003, p. 
239) 

Appearance 
“The proper use of colour, graphics, images, and 
animations, together with the appropriate size of the 
web pages” (Santos, 2003, p. 239) 

Linkage 
“The number and quality of links that a web site 
offers” (Santos, 2003, p. 240) 

Structure & Layout 
“The organisation and presentation of a web site's 
content and information” (Santos, 2003, p. 240) 

Content 
“The presentation and layout of factual information 
and functions on a web site” (Santos, 2003, p. 240) 
Active Dimension 
“The good support, fast speed, and attentive 
maintenance that a web site can provide to its 
customers.” “the active dimension must be achieved 
consistently throughout the period that a web site 
remains active.” (Santos, 2003, p. 241) 

Reliability 
“The ability to perform the promised service 
accurately and consistently, including frequency of 
updating the web site, prompt reply to customer 
enquiries, and accuracy of on-line purchasing and 
billing” (Santos, 2003, p. 241) 

Efficiency 
“The speed of downloading, search, and navigation” 
(Santos, 2003, p. 241) 

Support 
“The technical help, user guidelines, and personal 
advice available to customers from a web site” 
(Santos, 2003, pp. 241-242) 

Communication 
“Keeping customers properly informed and 
communicating with them in language they can 
understand. Communication in e-service consists of 
online communication (e-mails and chat rooms) and 
traditional communication methods (telephone, fax, 
and postal mail)” (Santos, 2003, p. 242) 

Security 
“Freedom from danger, risk, or doubt (including 
financial insecurity) during the service process.” 
(Santos, 2003, p. 242) 

Incentive 
“The encouragement given by web providers to 
consumers to browse and use the web site, including 
rewards for doing so.” (Santos, 2003, p. 242) 

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Business Service Management White Paper - Volume 2 
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