Linkages among E-Service Quality, Satisfaction, and Usage of E-Services within Higher Educational Environments

Henry Ataburo, Abdul Samed Muntaka, Emmanuel Kwaku Quansah


To date, literature on e-service quality (E-SQ) has mainly beenon conceptualisation and measurement issues within the e-retail environments. Empirical research on E-SQ and its consequences in ‘pure’ service context has not been forthcoming. In expanding knowledge in light of this, this study examined a modified E-SQ scale within a university’s e-services setting. In addition, the linkages existing among E-SQ (in this ‘pure’ service environment) and satisfaction and e-service usage frequency was estimated using SEM in LISREL 8.5 by relying on questionnaire data collected from 318 students of Kwame Nkrumah University of Science and Technology (Ghana). Results obtained provide support for a modified 7-dimension E-SQ scale employed. Further, the results indicated that E-SQ only has significant positive indirect effect on usage frequency through satisfaction. The implication of these results is that firms that provide higher quality of e-services are more likely to satisfy their customers, which would in turn influence their commitment to purchase and re-purchase intent. In the case of the current study, the implication is that, universities with quality e-services would have students finding their e-services to be satisfactory and consequently be consistent in the use of e-services to improve learning and administrative communication.  E-services quality therefore has both financial implication for universities in terms of cutting administrative costs, and a ripple effect of students’ perception of quality on the image and competitiveness of the university.


E-service quality, satisfaction, usage frequency, pure services, higher academic institutional environment

Full Text:



Al-Adwan, A., & Smedley, J. (2012). Implementing e-learning in the Jordanian higher education system : Factors affecting impact. International Journal of Education and Development Using Communication Technology, 8(1), 121–135.

Al-Mushasha, N. F., & Nassuora, A. B. (2012). Factors determining e-learning service quality in Jordanian higher education environment.pdf. Journal of Applied Science, 12(14), 1474–1480.

Boso, N., Story, V. M., & Cadogan, J. W. (2013). Entrepreneurial orientation , market orientation , network ties , and performance : Study of entrepreneurial firms in a developing economy. Journal of Business Venturing, 28, 708–727.

Chaffey, D. (2009). E-Business and E-Commerce Management: Strategy, Implementation and Practice (4th ed.). Prentice Hall.

Collier, J. E., & Bienstock, C. C. (2006). Measuring service quality in e-retailing. Journal of Service Research, 8(3), 260–275.

Cox, J., & Dale, B. G. (2001). Research and concepts service quality and e-commerce : an exploratory analysis. Managing Service Quality: An International Journal.

Cristobal, E., Flavián, C., & Guinalíu, M. (2007). Perceived e-service quality (PeSQ): Measurement validation and effects on consumer satisfaction and website loyalty. Managing Service Quality: An International Journal, 17(3), 317–340.

Cronin, J.J. and Taylor, S.A. (1992), “Measuring service quality: a reexamination and extension”, Journal of Marketing, Vol. 56, 55-68

Davis, F. (1989). Perceived usefulness, perceived ease of use, and user acceptance. MIS Quarterly, 13, 319–339.

Fassnacht, M., & Koese, I. (2006). Quality of electronic services: Conceptualizing and testing a hierarchical model. Journal of Service Research, 9(1), 19–37.

Fitzsimmons, J. A., & Fitzsimmons, M. J. (2006). Service Management: Operations, Strategy, and Information Technology (5th ed.). New York NY: McGraw-Hill/Irwin.

Georgiadis, E. S. C. K. (2009). E-service quality : comparing the perceptions of providers and customers. Managing Service Quality: An International Journal, 19(4), 410–430.

Hair., J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis William C . Black Seventh Edition (7TH ed.). England: Pearson Education Limited.

Kausar, F. K., & Bokhari, R. H. (2010). Exploring the factors associated with quality of website. Global Journal of Computer Science and Technology, 10(14), 37–45.

Kilburn, A., & Kilburn, B. (2014). The mediating role of perceived value in the e-service quality-loyalty linkage among online higher education students end report. Research of Instructional Technology in Education, 1–10.

Kim-soon, N., Rahman, A., & Ahmed, M. (2014). E-service quality in higher education and frequency of use of the service. International Education Studies, 7(3), 1–10.

Kothari, C. R. (2004). Research methodology: Methods and techniques (2nd Ed). New Delhi: New Age International Limited Publishers.

Li, H., Liu, Y., & Suomi, R. (2009). Measurement of e-service quality : An empirical study on online travel service. In European Conference on Information S ystems.

Li, H., & Suomi, R. (2009). A proposed scale for measuring e-service quality. International Journal of U- and E-Service, Science and Technology, 2(1), 1–10.

Loiacono, E. T., Watson, R. T., & Goodhue, D. L. (2002). WebQual TM : A measure of website quality WebQual TM : A measure of website quality. Marketing Theory and Applications, 13(706), 432–438.

Mohsan, F., & Nawaz, M. M. (2011). Impact of customer satisfaction on customer loyalty and intentions to switch : Evidence from banking sector of Pakistan. International Journal of Business and Social Science, 2(16), 263–270.

Monsuwé, T. P. Y., Dellaert, B. G. C., & Ruyter, K. D. (2004). What drives consumers to shop online? A literature review. International Journal of Service Industry Management, 15(1), 102–121.

Ozkan, S., & Koseler, R. (2009). Multi-dimensional students’ evaluation of e-learning systems in the higher education context: An empirical investigation. Computers & Education, 53(4), 1285–1296.

Pallant, J. (2007). SPSS Survival Manual: A step by step guide to data analysis using SPSS for windows (Third Edit). New York NY: Open University Press (McGraw Hill Education).

Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005a). A multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(X), 1–21. (2015). UG, KNUST and UDS ranked best universities in Ghana. Viewed on 30th May, 2016 at:

Ramayah, T., Wai, J., & Lee, C. (2012). System characteristics , satisfaction and e-learning usage : A Structural Equation Model ( SEM ) 1. The Turkish Online Journal of Educational Technology, 11(2), 26–28.

Rareș, O. D. (2014). Measuring perceived service quality offline vs . online : a new PeSQ conceptual model. Procedia Economics and Finance, 15(14), 538–551.

Reinders, M. J., Hagen, M. Van, & Frambach, R. T. (2007). Customer evaluations of self-service technologies in public transport. Association for European Transport and contributors.

Sanayei, A., & Jokar, A. (2013). Determining the effect of electronic services quality on electronic satisfaction and positive word of mouth ( case study) : Different branches of shiraz mellat bank customers. International Journal of Academic Research in Accounting, Finance and Management Sciences, 3(4), 103–111.

Santos, J. (2003). E‐service quality: a model of virtual service quality dimensions. Managing Service Quality: An International Journal, 13(3), 233–246.

Saunders, M., Lewis, P., & Thornhill, A. (2007). Research Methods for Business Students (4th Editio). Edinburgh Gate: Pearson Education Limited.

Shapor, A., Jahromi, S., Ahmadi, E., Fakhravari, F., & Adiby, P. M. (2011). The examination electronic services quality of sina bank with E-SERVQUAL model in Shiraz Branches. International Conference on Advancements in Electronics and Power Engineering (pp. 78–82). Bangkok.

Sohn, C., & Tadisina, S. K. (2008). Development of e-service quality measure for internet-based financial institutions. Total Quality Management & Business Excellence, 19 (February), 903–918.

Sutarso, Y., & Auharmdi, A. (2011). Promotion of E-Technology-Based Services : A Case Study of E-Service Quality at a University in Indonesia. International Journal of Business and Information, 6(1), 112–133.

Swaid, S. I. (2008). Developing an instrument for measuring electronic shopping service quality: E-SQUAL. In Southern Association for Information Systems Conference (pp. 1–5).

Swaid, S. I., & Wigand, R. T. (2009). Measuring the quality of e-service : scale development and initial validation. Journal of Electronic Commerce Research, 10(1), 13–28.

Vankatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425–478.

Wang, M. (2003). Assessment of E-Service Quality via E-Satisfaction in E-Commerce Globalization. Electronic Journal of Information Systems in Developing Countries. 11(10) 1–4.

Wolfinbarger, M., & Gilly, M. C. (2003). eTailQ: Dimensionalizing, measuring and predicting retail quality. Journal of Retailing, 79, 183–198.

Yi, M. Y., & Hwang, Y. (2003). Predicting the use of web-based information systems: Self-efficacy, enjoyment, learning goal orientation, and the technology acceptance model. International Journal of Human Computer Studies, 59, 431–449.

Yoo, B., & Donthu, N. (2001). Developing a scale to measure the perceived quality of an Internet shopping site (SITEQUAL). Quarterly Journal of Electronic Commerce, 2(1), 31–47. Retrieved from

Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service quality delivery through websites : A critical review of extant knowledge. Journal of the Academy of Marketing Science, 30(4), 362–375.



  • There are currently no refbacks.

Copyright (c) 2017 Henry Ataburo, Abdul Samed Muntaka, Emmanuel Kwaku Quansah


Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.


If you find difficulties in submitting manuscript please forward your doc file to Our support team will assist you in submission process and other technical matters.

In order to get notifications on inbox please add  this domain in your email safe list.

International journal of business and social research (Print)
ISSN 2164-2540

International journal of business and social research (Online)
ISSN 2164-2559

[International Journal of Business and Social Research (IJBSR) previously published by MIR Center for Socio-Economic Research, MD, USA. From February 2018 this journal is published by the LAR Center Press, OR, USA]