Development of Measurement Scale for Hypothesized Conceptual Model of E-service Quality and User Satisfaction Relationship

As the Education industry becoming more competitive these days, the institutions of higher education is competing to attract students by providing better e-Services Quality (e-SQ) which can improve their relationship and enhance their satisfaction. However, measuring e-SQ and satisfaction is a complex process because they relate to users feelings which cannot be predicted and measured easily. This study aims to develop a measurement scale for hypothesized conceptual model of e-service quality and user satisfaction relationship in Malaysian universities. The hypothesized conceptual model utilises Expectancy Disconfirmation Theory model (EDT), which is based on expected outcome and perceived performance of e-services quality. Nine dimensions of e-SQ are proposed for this model based on reviewing and analysing the related literature, especially the common e-SQ measures. The dimensions include efficiency, availability, privacy/security, fulfilment, reliability, web design, interactivity, information and ease of use. A structured questionnaire is conducted in five Malaysian universities to achieve the first stage of the hypothesized model related to evaluating the dimensions and defining the significant ones suitable for evaluating the expected outcome and perceived performance of e-Service Quality (e-SQ). These dimensions represent a core of a proper scale for the quality of e-services in higher education in Malaysia and will help to measure the students’ satisfactions in the target domain.