Microsoft Word Volume 2 Service and Service Quality Final docx

REFERENCE DIMENSION 
DESCRIPTION
*(Swaid & Wigand, 
2009) 
Website design 
“Customer perception of the degree the website 
interface is visually appealing and well designed” 
(Swaid & Wigand, 2009, p. 16) 
Website usability 
“Customer perception of degree of user friendliness 
in using the website and ease of navigation” (Swaid & 
Wigand, 2009, p. 16) 
Information quality 
“Customer perception of usefulness and quality of 
website content” (Swaid & Wigand, 2009, p. 16) 
Service reliability 
“Customer perception of reliability of the site (e.g. 
Confirmation emails, order tracking functions) and 
accuracy of service promises (e.g. Delivering what is 
ordered)” (Swaid & Wigand, 2009, p. 16) 
Responsiveness 
“Customer perception of getting the help when 
needed by automated or human factors” (Swaid & 
Wigand, 2009, p. 16) 
Assurance “Customer 
perception of the confidence and trust 
toward the website” (Swaid & Wigand, 2009, p.16) 
Personalisation 
“Customer 
perception of the individualised attention 
and differentiated service that are tailored to meet 
individual’s needs and preferences” (Swaid & 
Wigand, 2009, p. 16) 

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Business Service Management White Paper - Volume 2 
Page 44 of 46 
Appendix C - Multichannel Service Quality Models 
REFERENCE DIMENSION 
DESCRIPTION
(Sousa & Voss, 
2006) 
Virtual quality 
“The aspects of the service that are automatically 
provided by the virtual SDS (e.g. the Web site) 
without human intervention. Virtual quality 
instruments should include all the relevant virtual 
interface and virtual back-office-determined 
dimensions” (Sousa & Voss, 2006, p. 360) 

Virtual 
fulfilment 
“if the service provides a pure digital product 
automatically by the Web site” (Sousa & Voss, 2006, 
p. 362) 

Efficiency

Ease of use 
Taking into account needs of user; standardisation of 
user supplied information; availability of frequently 
asked questions (Sousa & Voss, 2006, p. 362) 

Speed 
(response 
time) Based on characteristics of the interface (e.g. 
graphics taking time to load) and speed in which 
virtual back office (IT systems) perform required tasks 
(Sousa & Voss, 2006, p. 362) 

System availability 
IT reliability (Sousa & Voss, 2006, p. 362) 

Privacy Security 
of 
personal 
information about consumers 
(Sousa & Voss, 2006, p. 362) 
Physical 
quality 

Interpersonal service 

Routine 
(based on SERVQUAL) (Sousa & Voss, 2006, p. 
365) 

Exception 
(customer 
support) 
“Responsiveness, compensation, contact” (Sousa & 
Voss, 2006, p. 365) 

Logistics fulfilment 
“Reliability, inventory availability, timeliness” (Sousa 
& Voss, 2006, p. 365) 
Integration 
Quality 

Channel-service 
configuration 

Breadth of channel 
choice 
Degree to which customers can accomplish preferred 
tasks through individual channels” (Sousa & Voss, 
2006, p. 367) 

Transparency 
of 
channel-service 
configuration 
Degree to which customers are aware of differences 
between service attributes across different channels” 
(Sousa & Voss, 2006, p. 367) 

Integration interactions 

Content 
consistency 
“Outgoing 
information: Degree to which a customer 
receives the same response to a query posed 
through different channels; Incoming information: 
Degree to which an interaction taking place through 
one channel takes into account eventual past 
interactions through other channels” (Sousa & Voss, 
2006, p. 367) 

Process consistency 
“Degree of consistency in relevant and comparable 
process attributes (relative to expectations) across 
channels (e.g. service’s feel, image, waiting times, 
employee discretion levels) (Sousa & Voss, 2006, p. 
367) 

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Business Service Management White Paper - Volume 2 
Page 45 of 46