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Online service attributes available on apparel retail web sites: an E-S-QUAL approach
Minjeong Kim
Oregon State University, Corvallis, Oregon, USA, and

Online service attributes

51

Jung-Hwan Kim and Sharron J. Lennon

The Ohio State University, Columbus, Ohio, USA
Abstract
Purpose This paper aims rst, to identify online service attributes that facilitate efcient and effective shopping, purchasing, and delivery based on the modied E-S-QUAL scale and, second, to evaluate the extent to which current online retailers provide such service attributes as an objective measure of service performance. Design/methodology/approach A content analysis of 111 womens apparel retail web sites was conducted to assess online retailers performance in providing online service attributes. Findings The overall extent to which current online retailers provide online service attributes appears to be low. Managerial implications are provided to help online retailers improve their service performance. Originality/value This study provides an objective way to evaluate online retailers service performance and thus complement existing online service quality research based on consumer perceptions and evaluation of online service quality. In addition, the coding guide developed in this study provides an easy and practical tool that can be used by online retailers for the self-assessment of online service performance. Keywords Service quality assurance, Electronic commerce Paper type Research paper

Although online retail sales account for a small fraction of total retail sales, it is the fastest growing segment of retailing, outpacing the growth rate of retailing in general (US Census Bureau, 2004). In early online retailing, a web presence and low prices were believed to be key drivers of success. More recently beyond having a simple online presence and low prices, service has become essential for creating customer loyalty and improving customer satisfaction (Yang, 2001; Zeithaml et al., 2002). With a growing interest in service in online retailing contexts, an increasing number of research studies has focused on understanding online service quality. Many different scales measuring online service quality have been developed primarily based on consumer perceptions or on evaluations of service quality: WebQual (Barnes and Vidgen, 2000), WebQualTM (Loiacono et al., 2002), E-Qual (Kaynama and Black, 2000), AST (Attitude toward the Site, Chen and Wells, 1999), SITEQUAL (Yoo and Donthu, 2001), e-SQ (Zeithaml et al., 2002), and eTailQ (Wolnbarger and Gilly, 2003). These studies provide useful insights about key dimensions of online service quality based on subjective consumer perceptions and evaluations. However, not surprisingly the online service dimensions identied in these studies vary greatly and establish little commonality perhaps due to their subjectivity. As a result, available dimensions of

Managing Service Quality Vol. 16 No. 1, 2006 pp. 51-77 q Emerald Group Publishing Limited 0960-4529 DOI 10.1108/09604520610639964

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52

online service quality provide a fragmented view of online service quality. From online retailers perspective, current measures of online service quality offer little guidance or insight regarding their own performance in responding to dimensions that are important to consumers. How to evaluate online retailers actual performance in delivering online customer service still remains unanswered. While it is important to evaluate online service quality from a consumers perspective, such evaluations may provide more meaningful information when objectively assessed in reference to service performance of online retailers. To address this gap, our study explores a way service performance of online retailers can be evaluated objectively. In the context of online retailing, risk theory implies that having more information available to consumers reduces perceived risk associated with buying (Chen and He, 2003). Many service attributes are available as information on retail web sites and as such may alleviate perceived risk. Based on risk theory, the objectives of our exploratory study are, rstly, to identify online service attributes that facilitate efcient and effective shopping, purchasing, and delivery based on the modied E-S-QUAL scale (Parasuraman et al., 2005) and, secondly, to evaluate the extent to which current online retailers provide such service attributes as an objective measure of service performance. Since our study identies an extensive list of all available online service attributes encompassing the consumers entire shopping process, the E-S-QUAL scale provides a useful framework to categorize comprehensive service quality attributes provided by online retailers. The topic of our study is important and timely given the growing importance of service quality to successful online retailing. Besides lling a gap in the online service quality literature, the ndings of our study will provide useful information that online retailers can use to evaluate their current service performance by comparing their measurable strengths and weaknesses with other web sites and to improve online service quality based on such evaluations. To provide specic information useful to online retailers, a ne-grained analysis and a single product category focus was used. This strategy allowed for the performance of a detailed analysis of relevant service attributes within that category. According to Internet Retailer (2005), about one fourth of the Top 400 online retailers are apparel retailers, and online apparel retail sales account for 9.2 percent of total online retail sales. Since apparel is one of the key items sold in online retailing (Internet Retailer, 2003a), our study was limited to online apparel web sites. Review of literature Service quality Service quality is generally dened as the difference between expected service and nroos, 1982; Parasuraman et al., 1988). The delivery of superior perceived service (Gro service positively affects customers perceived service quality and subsequently increases a rms protability (Leung and Fung, 1996). While extensive research has nroos, 1982; been conducted on service quality in traditional retailing settings (Gro Parasuraman et al., 1988; Rudie and Wansley, 1985), service quality in online retailing is a relatively new topic. Whereas traditional service quality refers to the quality of service based on human interactions and experiences in non-web-based settings, online service quality encompasses interactions between humans and technology. Parasuraman et al. (2005) posited that the way people perceive service quality in

web-based settings differs from service quality in non-web-based settings because the acceptance and usage of technologies differ among customers with different beliefs about technology. Online service quality. The way online service quality is conceptualized varies greatly. Santos (2003) dened service quality in e-commerce in a somewhat circular way as the consumers overall evaluation and judgment of the excellence and quality of e-service offerings in the virtual market place (p. 235). This denition leads to the question What are e-service offerings? Variation in conceptualization of online service quality may be attributed to the focus of specic individual research (e.g., user interface, consumer shopping process) and the types of web sites used in the study (e.g., B2C retailing sites, web site portals, or B2B sites). Given the growing importance of online retailing in the retail industry, our study focuses on service quality provided by retail web sites selling apparel. The denition of e-service quality (e-SQ) by Zeithaml et al. (2002) provides a relevant (and non-circular) conceptualization of online service quality for the context of our study. According to Zeithaml et al., e-service quality (e-SQ) is the extent to which a web site facilitates efcient and effective shopping, purchasing, and delivery (p. 11). As online retailing grows, service quality has become an increasingly important factor in determining the success or failure of online retail businesses by inuencing consumers online shopping experiences (Yang, 2001). Empirical evidence shows that poor service quality negatively affects online retailers such that over 60 percent of online shoppers exit prior to completion of the transaction due to factors such as distrust of shopping and handling charges (Shop.org, 2001). Incomplete product information (e.g., missing links and non-working buttons) leads to customer frustration and in turn to exiting. Given the difculties related to the acquisition of customers in online retailing, it is crucial for online retailers to retain customers (Reichheld and Schefter, 2000). Nonetheless, some online retailers lose a valuable opportunity to build loyalty because of poor service quality (Wachter, 2002). Measuring online service quality. While there has been increasing academic attention to online service quality, little commonality exists among the scales developed to measure dimensions of online service quality (see Table I). For example, Chen and Wells (1999) developed a measure of web sites, AST, consisting of three dimensions: entertainment, informativeness, and organization. Yoo and Donthu (2001) developed SITEQUAL with four dimensions: ease of use, aesthetic design, processing speed, and security. Using consumer and web site designer interviews, Loiacono et al. (2002) developed WebQualTM consisting of 12 dimensions of online service quality: informational t-to-task, interactivity, trust, response time, ease of understanding, intuitive operations, visual appeal, innovativeness, ow/emotional appeal, consistent image, online completeness and better than alternative channels. While these scales provide tools to evaluate web site quality, they do not provide enough information to allow researchers to classify service attributes completely. In addition, online retailers cannot easily use these scales to evaluate their current service performance. For example, with WebQualTM Loiacono et al. (2002) focused only on the technical quality of a web site rather than the entire service quality provided to customers through the web site (Zeithaml et al., 2002). Therefore, such instruments do not provide a comprehensive assessment of online service quality. Similarly, the four dimensions of SITEQUAL by Yoo and Donthu (2001) do not capture all aspects of the

Online service attributes

53

MSQ 16,1

Authors Aladwani and Palvia (2002) Chen and Wells (1999) Cheskin Research (1999)

Dimensions of online service quality Content quality; appearance Entertainment; informativeness; organization Web site design; ease of navigation; quality of order fulllment; delivery Product information; customer service; purchase result and delivery site design; purchasing process; product merchandising; delivery time and charge; payment methods; ease of use; additional information service Accessibility; communication; credibility; understanding; appearance; availability Informational t-to-task; transaction capability; response time Online quality; information safety; web site design; content Accuracy; completeness; relevance; security; reliability; customization; interactivity; ease of use; speed; search functionality; organization Informational t-to-task; interactivity; trust; response time; ease of understanding; intuitive operations; visual appeal/ innovativeness; ow/emotional appeal/ consistent image; online completeness; relative advantage Web site performance; features; structure; aesthetics; reliability; storage capability; serviceability; security; trust; responsiveness; product differentiation; product customization; policies reputation; assurance; empathy Navigation structure; information content; graphic style Information content; design; security; privacy Reliability; efciency (ease of web site use); support (technical help, personal advice); communication; security; incentive Customization; contact interactivity; care; community; cultivation; choice; character (web site design) Convenience; site design; nancial security Performance (delivery fulllment and transaction efciency); access; security (trust and assurance); sensation (aesthetic aspects of the web sites); information (credibility considerations) Web site design; fulllment/reliability; privacy/security; customer service Product cost and availability; customer service; online info systems quality Ease of use; design; speed; security Access; ease of navigation; efciency; exibility; reliability; personalization; security/privacy; responsiveness; assurance/trust; site aesthetics; price knowledge

54

Cho and Park (2002)

Cox and Dale (2001) Kim and Stoel (2004) Kuo (2003) Liu and Arnett (2000)

Loiacono et al. (2002)

Madu and Madu (2002)

Montoya-Weiss et al. (2003) Ranganathan and Ganapathy (2002) Santos (2003)

Srinivasan et al. (2002) Szymanski and Hise (2000) Trocchia and Janda (2003)

Wolnbarger and Gilly (2003) Yang et al. (2000) Yoo and Donthu (2001) Table I. Dimensions of online service quality Zeithaml et al. (2000)

buying process, and thus do not provide a comprehensive evaluation of a site (Parasuraman et al., 2005). In the context of Parasuraman et al. (2005) research, the meaning of service is comprehensive since it includes both pre- and post- web site service aspects. Compared to other measures of service quality, the dimensions of E-S-QUAL developed by Parasuraman et al. broadly contain all phases of a customers interactions with a web site. Therefore, we adopted the E-S-QUAL model to capture extensive online service attributes available in retail web sites. E-S-QUAL dimensions. E-S-QUAL (Parasuraman et al., 2005) was used as the framework of our study to determine how each online service attribute facilitates consumer shopping and the purchase process. Traditional SERVQUAL was developed to measure the quality of non-internet based customer interactions and has been used as a diagnostic tool for assessing a companys strengths and weaknesses in service quality. In 2000, Zeithaml et al. developed e-SQ to measure e-service quality as an updated measure of traditional SERVQUAL in the web setting. The e-SQ scale included 11 dimensions; reliability, responsiveness, access, exibility, ease of navigation, efciency, assurance/trust, security/privacy, price knowledge, site aesthetics, and customization. After a rigorous scale-development process was applied to the e-SQ scale, Parasuraman et al. developed E-S-QUAL as a measure of e-core service quality. E-core service quality includes four dimensions: (1) efciency; (2) fulllment; (3) system availability; and (4) privacy. The E-S-QUAL model also has an e-recovery service quality scale (E-RecS-QUAL) as a subscale for problem resolution. E-RecS-QUAL has three dimensions: (1) responsiveness; (2) compensation; and (3) contact. It is only applied when customers have questions or run into problems. Because the dimensions of E-S-QUAL were developed using data from qualied respondents who had sufcient online shopping experience compared to other studies that used convenience samples of students (i.e. Barnes and Vidgen, 2002), the E-S-QUAL dimensions provide more representative information regarding e-service quality. In the following section, each of the seven dimensions of E-S-QUAL (both core and subscale) is discussed. In the core, the rst dimension of the E-S-QUAL, efciency, is dened as the ease and speed of accessing and using the site (Parasuraman et al., 2005, p. 220). In other words, it refers to customers ease of web site access, simplicity of using the site, ease of nding information, and fast check-out with minimal effort. Evidence suggests the importance of efciency in online retailing. Convenience and the saving of time have been frequently considered the most important reasons to shop online (Ranganathan and Ganapathy, 2002). Difculty in searching and slow download and display time lead consumers to leave those sites and visit other sites. With regard to efciency,

Online service attributes

55

MSQ 16,1

56

Santos (2003) asserted that it is crucial to provide a well-organized, well-structured, navigable site with concise and understandable content, terms, and conditions plus an easy-to-remember URL address. The fulllment dimension of the E-S-QUAL is dened as the extent to which the sites promises about order delivery and item availability are fullled (Parasuraman et al., 2005, p. 220). Fulllment is one of the most crucial factors related to judgments concerning the quality of an online site (Wolnbarger and Gilly, 2003). According to Zeithaml et al. (2002), having products in stock, delivering the products within the time frame promised, and accuracy of service promises are incorporated into this dimension. Yang and Fang (2004) indicated that accurate order fulllment and keep service promise are primary service quality elements leading to customer satisfaction and dissatisfaction. The system availability dimension of the E-S-QUAL is dened as the correct technical functioning of the site (Parasuraman et al., 2005, p. 220). According to Fram and Grady (1995), technical software issues are problems related to purchasing on the Internet. When consumers use a web site for browsing or purchasing, function problems such as missing links and non-working buttons lead to frustration and exiting. Consequently, the online retailer loses a valuable opportunity to build customer loyalty (Wachter, 2002). According to Santos (2003), avoiding and eliminating broken links and links to web sites that no longer exist or that are under construction are related to the total e-service quality. The privacy dimension of the E-S-QUAL is dened as the degree to which the site is safe and protects customer information (Parasuraman et al., 2005, p. 220). The issue of privacy has been a critical issue in online retailing (Sharma and Sheth, 2004). Because of perceptions of risk related to misuse of personal information, many people are still unwilling to buy products from the Internet. Due to heightened concern with privacy, online retailers are becoming more aware of the importance of providing consumer privacy policies (Ranganathan and Ganapathy, 2002). The privacy dimension has been shown to have a strong impact on intention to purchase (e.g., Loiacono et al., 2002), satisfaction (e.g., Szymanski and Hise, 2000), and overall site quality (e.g., Yoo and Donthu, 2001). In the subscale, the responsiveness dimension of the E-RecS-QUAL is dened as effective handling of problems and returns through the site (Parasuraman et al., 2005, p. 220). Responsiveness measures online retailers ability to provide appropriate problem solving information to customers, having mechanisms for handling returns, and providing online guarantees. The compensation dimension is dened as the degree to which the site compensates customers for problems (Parasuraman et al., 2005, p. 220). Compensation is related to refunding shipping and handling costs when a problem occurs. The contact dimension of the E-RecS-QUAL is dened as the availability of assistance through telephone or online representatives (Parasuraman et al., 2005, p. 220). When a customer has a problem, a process to contact a customer service agent is vital. Previous research has stressed the negative impact on attitudes towards a web site caused by unprompted or delayed customer inquiry services (Wolnbarger and Gilly, 2003). Development of E-A-S-QUAL. Our study focuses on apparel retail web sites for which certain service attributes (e.g., size chart) are more important when shopping for apparel than when shopping for other types of products such as books. After a careful

examination of the E-S-QUAL scale and a preliminary analysis of apparel retail web sites, the E-S-QUAL scale was modied by eliminating the compensation dimension from our analysis because it cannot be measured without actual problems to resolve and by adding three other dimensions (i.e. personalization, information (general company and product related information), and graphic styles) relevant to online apparel retailers based on prior studies (e.g., Montoya-Weiss et al., 2003; Wolnbarger and Gilly, 2003; Zeithaml et al., 2002). The modied E-S-QUAL model is labeled as E-A-S-QUAL (E-S-QUAL for apparel) and is expected to capture extensive service attributes available on apparel retail web sites. The E-A-S-QUAL model includes nine dimensions: six dimensions from E-S-QUAL (efciency, fulllment, system availability, privacy, responsiveness, and contact) and three additional dimensions (personalization, information, and graphic styles). We discuss additional dimensions in E-A-S-QUAL next. Personalization is becoming more important to online service quality. Personalization can be understood as the empathy dimension of SERVQUAL (Zeithaml et al., 2002). Giving customers personal attention, understanding the specic needs of customers, and providing service related to convenience can be considered as personalization. Based on such concepts, we included both the personalization and customer service dimensions from Wolnbarger and Gillys (2003) study as the personalization dimension in E-A-S-QUAL. Information is also an important dimension of online service quality (Wolnbarger and Gilly, 2003). This is particularly true for online apparel retailers because online shoppers cannot try on the garment to check t, texture, or color. Due to a need for an adequate amount of product information to make a purchase decision, online shoppers largely depend on information available on the web site. Unless information necessary for online apparel purchase is available on the web site, online shoppers will exit the site and visit a competitors web site (Song and Zinkhan, 2003). In addition, due to the absence of salespeople to answer shoppers questions, it is especially critical for online apparel retailers to have necessary information available on the web site (Kim and Stoel, 2005). Lynch and Ariely (2000) found that the ability to nd necessary information on a web site, especially about price and quality, positively inuenced satisfaction with the online shopping experience, the product purchased, and patronage intention. Both visual and verbal information are used by consumers to form product inferences (Smith, 1991). Graphic style is another important service dimension for apparel retail web sites. Graphic styles include color, layout, print size, number of photographs, graphics, and animation. Researchers have found that graphic styles inuence consumer perceptions of online shopping (Nitse et al., 2004; Raney et al., 2003). In the context of a mock apparel retail web site Eroglu et al. (2003) found that aspects of graphic style affected satisfaction with the site. Since apparel is a product that requires sensory evaluation, various visual presentation techniques are important to online apparel retailers. Method Research strategy To identify and assess availability of online service attributes, a content analysis was conducted. Content analysis is a non-reactive research strategy which allows the researcher to learn about a culture such as a company through the media it creates. It

Online service attributes

57

MSQ 16,1

may not be a veridical reection of the company, but does reect ideas thought to be important by the creators of the media. One relatively new, ubiquitous (Sheehan and Doherty, 2001), and important medium through which companies can advertise (Joint, 2003) is the company web site. Web sites can serve both informational and commercial purposes. Sample selection The sample retail web sites (n 111) were selected using directories of apparel retail web sites (ApparelResources.com, 24Hour mall.com, and Yahoo! Directory) from search engines. Since the 111 online apparel retailers constituted a variety of apparel retail web sites, the sample may be representative of available US womens retail apparel web sites. Instrument development and procedure In order to develop a coding guide, two coders reviewed 14 womens apparel retail web sites multiple times and developed a list of 81 online service attributes. To maintain consistency and objectivity between coders and to minimize possible variation due to differences across web sites, a coding guide specied the procedure for coding each site as well as service attributes to code. The two coders then independently analyzed 13 web sites to check the reliability of coding. Inter-coder reliability of 0.92 (by dividing agreements by total items) was found and thus relative reliability was established. To improve the accuracy of coding, the two coders reviewed these 13 web sites a second time together and discussed disagreements and resolved discrepancies in coding. As a result, 81 online service attributes were included in the coding guide and minor wording revisions in the coding were made. The coders conducted in-depth discussions about the correspondence between the identied online service attributes and the nine dimensions of E-A-S-QUAL. Each online service attribute was reviewed to determine the most relevant dimension of E-A-S-QUAL. Since some of the denitions of dimensions provided by Parasuraman et al. (2005) were intentionally general, other online service quality related studies were also reviewed to clarify and determine the most appropriate dimension for each service attribute. Coders negotiated the t between online service attributes and E-A-S-QUAL dimensions until agreement was reached. All online service attributes were coded into one and only one E-A-S-QUAL dimension. After nalizing the coding guide, the remaining 84 web sites were each analyzed by one coder. A majority of the online service attributes were coded as unavailable, available in text only, or available both in text and with a picture; some attributes had specic coding schemes relevant to the particular category (see Table II)[1]. Results and discussion A content analysis of the 111 web sites selling womens apparel was performed in relation to the nine E-A-S-QUAL dimensions. A total of 66 web sites sold apparel only, 14 sites sold apparel and home products, seven sites sold apparel and non-home related products, and 24 sites sold all of these products. In terms of apparel categories sold, 56 web sites sold womens only, 24 sites sold womens and mens, 4 sites sold womens and childrens, and 27 sites sold all of these.

58

Available in text only f % Efciency Advanced search function Browsing option view all view by page previous-next view (PNV) view all & view by page view all & PNV view by page & PNV all unavailable Search engine by word by product category (PC) by product number (PN) by word & PC by word & PN all unavailable Comparison shopping Shopping cart Text view option Sitemap FAQ Browsing instructions Order instructions Multiple order option Alternative order method by telephone fax mail telephone & fax telephone & mail telephone, fax, & mail unavailable Order from catalog a Express checkout E-billing Fulllment Item availability Order status/tracking Payment method credit card only (CC) CC and store credit card CC and gift certicate all 21 14 30 1 16 2 24 13 11 8 4 3 31 9 39 17 1 59 4 48 64 39 66 14 30 1 1 3 3 13 60 21 21 15 62 80 49 26 17 19 18.9 12.6 27.0 0.9 14.4 1.8 21.6 11.7 9.9 7.2 3.6 2.7 27.9 8.1 35.1 15.3 0.9 53.2 3.6 43.2 57.7 35.1 59.5 12.6 27.0 0.9 0.9 2.7 2.7 11.7 54.1 18.9 18.9 13.5 55.9 72.1 44.1 23.4 15.3 17.1

Available in text and with a picture f % 1 0.9

Online service attributes

Unavailable f % 89 80.2

59

3 49 0.0 2 2 6 5 0.0

2.7 44.1 0.0 1.8 1.8 5.4 4.5 0.0

107 3 107 61 45 66 40 97

96.4 2.7 96.4 55.0 40.5 59.5 36.0 87.4

19 1 0.0 1 3

17.1 0.9 0.0 0.9 2.7

49 89 96 48 28

44.1 80.2 86.5 43.2 25.2

(continued )

Table II. Frequency distribution of online service attributes

MSQ 16,1
Shipping method standard only express only both Shipping option to me only 1 alternative address to multiple addresses International shipping available only to Canada unavailable System availability Browser requirements No dead links yes no Privacy Privacy policy Security policy Terms of use Recall information Afliate program Security certication Investor relations Business ethics Responsiveness Satisfaction guarantee Return/exchange policy Contact Interactive shopping aid live help (LH) instant help library unavailable Company contacts email only telephone number only e-mail & telephone e-mail & fax e-mail & mail e-mail, telephone, & fax e-mail, telephone, & mail all Personalization Alteration service Deferred billing

Available in text only f % 5 2 104 28 63 20 49 10 52 41 90 21 95 92 46 5 28 45 21 29 55 107 4.5 1.8 93.7 25.2 56.8 18 44.1 9.1 46.8 36.9 81.1 18.9 85.6 82.9 41.4 4.5 25.2 40.5 18.9 26.1 49.5 96.4

Available in text and with a picture f %

Unavailable f %

60

0.9

69

62.2

7 7 3 2 8 1 15 21 6 3

6.3 6.3 2.7 1.8 7.2 0.9 13.5 18.9 5.4 2.7

9 12 62 104 75 65 75 61 50 1

8.1 10.8 55.9 93.7 67.6 58.6 67.6 55.0 45.0 0.9

14 4 93 3 1 37 1 4 6 25 34 5 9

12.6 3.6 83.8 2.7 0.9 33.3 0.9 3.6 5.4 22.5 30.6 4.5 8.1 1 0.9 105 94.6 102 91.9 (continued )

Table II.

Available in text only f % Gift wrapping Gift card E-gift card Online store credit card Free shipping Suggestions for items alternative products matching products both unavailable Promotions 1 type of promotion 2 types 3 types unavailable Wish list E-mail service E-mail to a friend Printer-friendly version Catalog request a Account management Links to alternative sites Personal shopper Virtual community bulletin board chat room unavailable Information Company history General company information Store information Shipping cost Sales tax Size chart measurement only (M) M & meas. guide w/o picture M w/picture & no meas. guide M & meas. guide w/picture unavailable Product descriptions basic (color, size, & price) fabric=fiber constructiondetailsstyle careinstructions fabric&constructiondetails 34 18 10 17 23 5 33 26 47 30 48 17 16 23 88 48 6 20 89 22 6 3 1 107 19 52 27 99 101 25 27 1 35 23 2 2 1 1 17 30.6 16.2 9.0 15.3 20.7 4.5 29.7 23.4 42.3 27.0 43.2 15.3 14.4 20.7 79.3 43.2 5.4 18.0 80.2 19.8 5.4 2.7 0.9 96.4 17.1 46.8 24.3 89.2 91.0 22.5 24.3 0.9 31.5 20.7 1.8 1.8 0.9 0.9 15.3

Available in text and with a picture f % 27 60 7 28 1 24.3 54.1 6.3 25.2 0.9

Online service attributes

Unavailable f % 50 33 94 66 87 45.0 29.7 84.7 59.5 78.4

61

2 10 5 0.0 30 4 25

1.8 9.0 4.5 0.0 27.0 3.6 22.5

85 13 58 105 38 18 64 105

76.6 11.7 52.3 94.6 34.2 16.2 57.7 94.6

45 44 52 11 0.0

40.5 39.6 46.8 9.9 0.0

47 15 32 1 10

42.3 13.5 28.8 0.9 9.0

(continued )

Table II.

MSQ 16,1
fabric&countryoforiginCOG constructiondetails&COG fabric, construction details, & COG fabric, care, & COG construction details, care, & COG all Graphic style Back view Side view Larger view 3-d rotation Close-ups Zoom function Virtual model Video presentation Number of alternative images one two more than three unavailable Presented on mannequin Presented on model Presented on hanger Presented as at Fabric swatches Close-ups of fabric swatches Alternative color view Pictures size b Consistency of presentation consistent inconsistent Consistency of image size consistent inconsistent Background music Flash intro

Available in text only f % 1 1 4 16 1 64 18 3 67 2 18 19 2 1 53 30 8 20 29 70 8 39 73 15 55 0.9 0.9 3.6 14.4 0.9 57.7 16.2 2.7 60.4 1.8 16.2 17.1 1.8 0.9 47.7 27.0 7.2 18.0 26.1 63.1 7.2 35.1 65.8 13.5 49.5

Available in text and with a picture f %

Unavailable f %

62

93 108 44 109 93 92 109 110

83.8 97.3 39.6 98.2 83.8 82.9 98.2 99.1

82 41 103 72 38 96 56

73.9 36.9 92.8 64.9 34.2 86.5 50.5

79 32 72 39 3 7

71.2 28.8 64.9 35.1 2.7 6.3

0.0 3

0.0 2.7

108 101

97.3 91.0

Table II.

Notes: a This was not applicable to 22 web sites that did not operate catalog business (19.8 percent); b Picture sizes varied to a great extent

Efciency Fifteen online service attributes were coded into the efciency dimension of E-A-S-QUAL because these attributes facilitate easy access to the web site, simple and easy search for information, and fast checkout with minimal effort (see Table II for a complete list of coded attributes by the corresponding dimension of E-A-S-QUAL). Content analysis showed that an advanced search function was infrequently available,

even though many online shoppers look for a specic product rather than browse for what is available (Internet Retailer, 2003b). Making searches more efcient and prompt is a critical service. At least one of three browsing options (i.e. view all, view by page, previous-next view) was available on most web sites and half the web sites had multiple browsing options available (see Table II for all frequencies). With a view all option, a shopper can view all available products in one page by scrolling down, but only a few products can be viewed using a view by page option. With a previous-next button, a shopper can browse for products without going back to the page listing available products, and thus reducing the number of pages needed to view to locate a product. Search engines were available on most web sites. Searches could be made on the basis of words, product category, or product item number, with less than half the web sites offering multiple options. Yet, despite their availability, search engines often have low utility (Shop.org, 2003) and fail to function with misspelled terms or are difcult to use. Comparison shopping was rarely available. Although online comparison shopping is becoming more popular and sought by online shoppers, it has not been utilized in the apparel market (Khan, 2004). A shopping cart was available in most web sites, more often in text only than with an icon. However, nding the shopping cart button or relevant text information was difcult and has been identied as an issue in web site design (Internet Retailer, 2003b). Another convenience for consumers is the option of a text view (without pictures) to reduce time spent downloading pictures. However, very few web sites offered this option. Online service attributes that make browsing easy were available in less than half of the web sites analyzed. Browsing instructions were available in less than half the web sites and more often presented in text only. In addition, although sitemaps signicantly improve the efciency of navigation, they were unavailable in more than half the web sites analyzed, predominantly in text only. Most research and industry reports consistently emphasize easy navigation as a critical factor in online retailing (Trocchia and Janda, 2003) and suggest that web sites with easy to read and clear content attract customers to shop more and buy more (CyberAtlas staff, 2003). However, only about half the analyzed web sites provided such services which make online shopping easy. Order instructions were provided by more than half of the web sites, most often in text. A multiple order option was largely unavailable. Most web sites were set up such that a shopper can only order an apparel item in one color and size at a time. If a shopper wants to buy an item in three different colors, three separate orders must be placed. At least one alternative order method was available on less than half the web sites (i.e. took orders by telephone or by telephone, fax, and mail). On more than a third of the web sites consumers could order from a catalog online, more often in text only. Multi-channel retailers allowed online shoppers to purchase catalog items online. This web/catalog strategy is expected to help traditional catalog shoppers feel comfortable with shopping online (Internet Retailer, 2003c). Express checkout service was infrequently available, mostly in text only. This is surprising because express checkout can make purchasing more convenient, speed up shopping, and be attractive to time poor shoppers. E-billing service permits customers to access billing statements and current bill balance and process their payments via the Internet. In spite of its convenience, e-billing service was available on very few web sites. Although FAQs provide immediate answers to common questions, they were only available on little more than half the sites, mostly in text only. Contrary to

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common beliefs, services that expedite searching or purchasing processes were largely unavailable. Many web sites failed to facilitate convenient shopping for customers. While various terms are used to describe efciency, prior research on online service quality consistently emphasizes the important role of efciency in consumer perceptions of online service quality. In their WebQual study, Barnes and Vidgen (2000) refer to usability to include site design and easy navigation. Montoya-Weiss et al. (2003) refer to this dimension as navigation structure. Several researchers have posited that ease of navigation is a key dimension to service quality in online retailing (Cheskin Research, 1999; Cho and Park, 2002; Liu and Arnett, 2000; Santos, 2003). However, empirical ndings of our study showed that most attributes that facilitate efcient shopping and purchasing were frequently unavailable (e.g., advanced search function, comparison shopping, sitemap, browsing instructions, order instructions, express checkout, and e-billing). Fulllment Six online service attributes were coded as tapping the fulllment dimension of E-A-S-QUAL (see Table II). These attributes are associated with the web sites promises about delivery of products and item availability for delivery. Consistent with Tamimi et al. (2003), information about item availability was provided in more than half the web sites, but often not until the checkout process was nearly complete. Research (Kim and Lennon, 2004) shows that when shoppers are notied about stockouts after selecting an item to purchase, they exhibit stronger negative emotions and lower purchase intent than when notied before selection. Order status tracking service was available at about 75 percent of the web sites, commonly in text. For payment options, more than 40 percent of web sites accepted only credit cards. Store cards were accepted on about one-fourth of the web sites; gift certicates were accepted even less often. All methods were accepted in less than one-fth of the web sites. According to a recent CyberSource report, the number of payment options offered on North American web sites was directly related to sales conversion (Payment Choices, 2004) suggesting that online apparel retailers should accept multiple payment options. The content analysis further showed that basic shipping-related service information was frequently available, mostly in text only. Both standard and express delivery services were available in most web sites, although web sites infrequently allowed customers to ship to more than two addresses. Most web sites allowed one alternative shipping address. An international shipping option was available in on abut half the web sites. Less than half the web sites provided international delivery service beyond Canada and very few provided international shipping only to Canada. Since many US apparel companies are multi-national (e.g., NIKE), the ability to ship products to countries outside the US may be an important strategic advantage. Researchers have found fulllment to be a signicant factor impacting consumer evaluation of online service quality (Trocchia and Janda, 2003; Wolnbarger and Gilly, 2003). Yet, our ndings suggest that many online retailers need to improve fulllment capability. System availability Two online service attributes were coded into the system availability dimension of E-A-S-QUAL (see Table II). Information about browser requirements (i.e. compatibility

with Internet Explorer and Netscape) was somewhat unavailable and dead links were found on about one out of ve web sites. In online retailing, the system availability is a critical facet of online service quality. Malfunction of tools on a web site has a signicant inuence on consumers overall quality perceptions (Santos, 2003). Although the system availability dimension was found to exert a stronger impact on consumer evaluation of online service quality than the privacy dimension in Parasuraman et al. (2005), this nding was not consistent with Wolnbarger and Gilly (2003). With the advent of more diverse browsers, a web site needs to accommodate different browser functionalities. Otherwise, this may lead to consumer frustration and dissatisfaction with an online retailer. Browser requirement information may minimize the detrimental impact of browser incompatibility on consumer evaluations of service quality. Privacy Eight service attributes were coded into the privacy dimension of E-A-S-QUAL. Since this dimension is related to the protection of personal information associated with risk perceptions of online shopping, service attributes that facilitate improvement of consumer trust and safety in relation to the online shopping process were integrated in this dimension (see Table II). The content analysis showed that both privacy and security policies were often available, predominantly in text only. This is not surprising since numerous studies have shown that these are major consumer concerns (e.g. Hoffman et al., 1999). Less than half the sample web sites included terms of use information, afliate program information, or security certication. Although availability of security certication (e.g. VeriSign) can help establish consumer condence (REPTAG.com, 2000) and increase willingness to provide personal information (Wang et al., 2004), it was infrequently available. Recall information was seldom found. Pictures were rarely used to provide policy-related information addressing consumers concerns. Information about investor relations and business ethics were unavailable in more than half of the sample web sites. Yet this type of information could help reduce perceived risks. Making online service attributes available that reduce consumers concerns (e.g. explicit privacy and security policy) and increase condence (e.g. business ethnics) is critical for success of online retailing, especially for retailers without strong brand names (McKnight et al., 1998). Privacy has received considerable academic attention in online retailing (i.e. Loiacono et al., 2002; Madu and Madu, 2002; Yoo and Donthu, 2001). Although some researchers found that privacy and security did not signicantly inuence perceptions of web site quality (Wolnbarger and Gilly, 2003) or satisfaction with the web site (Kim and Stoel, 2004), much research supports the importance of privacy/security in online retailing (Barnes and Vidgen, 2000; Ranganathan and Ganapathy, 2002; Santos, 2003; Szymanski and Hise, 2000). Beyond perceptions of service quality, Ranganathan and Ganapathy found that privacy and security have signicant impact on purchase intent. Our ndings suggest that most online retailers are doing a reasonable job in providing information about privacy and security policies, but tend to miss the opportunity to promote the sense of credibility in their customers minds by posting security certication or sharing their business ethics with customers on their web sites.

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Responsiveness Two online service attributes were coded into the responsiveness dimension of E-A-S-QUAL because they reected a companys willingness to help customers and provide prompt service when consumers have questions and/or problems (see Table II). Satisfaction guarantee information was available on over half the web sites, often in text only. Return and exchange policy information were frequently available, mostly in text only. In online apparel retailing, the inability to touch and feel the product prior to purchase is the biggest barrier to purchasing. Provision of return and exchange policies may make consumers feel more comfortable purchasing online because such policies reduce risk (Dubbs, 2001). The responsiveness dimension in E-A-S-QUAL is a much narrower concept than responsiveness in traditional SERVQUAL. Most prior research has failed to incorporate this dimension that focuses on proactive problem handling (e.g., satisfaction guarantee). Contact Two online service attributes were coded into the contact dimension of E-A-S-QUAL (see Table II). Although some large online retailers like J Crew and Lands End have emphasized potential benets of interactive help to improve customer service, interactive shopping aids (i.e. live help or instant help library) were largely unavailable. Lands End offered Lands End Livee to connect their customers with an online personal shopper to help customers with product ideas, selections, and any problems that may arise during shopping and purchasing online. Several types of company contact information were available; both telephone number and email addresses were available on about a third of the web sites and roughly another third provided email addresses, telephone number, fax number, and mailing addresses. Personalization Eighteen online service attributes were coded into the personalization dimension of E-A-S-QUAL because they facilitate specic needs of individual customers (see Table II). Personalization can be understood as the empathy dimension of traditional SERVQUAL (Zeithaml et al., 2002). Content analysis showed that alteration service was seldom available. Deferred billing service was also seldom available. Gift wrapping service was available on about half the web sites, more often in text only. Although gift wrapping is an important element of customer service along with other gift-related services such as gift suggestions (Internet Retailer, 2003d), nearly half the web sites failed to offer a gift wrapping service. Gift cards were available for purchase on about three-fourths of the web sites, often with a picture of a gift card, while e-gift card service was seldom available. Online store credit cards were available in less than half the web sites, often with a picture of a store credit card. Free shipping was infrequently available, although industry reports show that free shipping is effective and has been used successfully by several online retailers such as Amazon.com (Khan, 2003). As a browsing-related personalization service attribute, item suggestions were provided on about half the web sites, suggesting alternative products, matching items, or both alternative and matching items. Some promotions such as clearance, new arrivals, best sellers, and/or sales were available on nearly all web sites. Over half the

web sites offered two or more promotions. A wish list service was seldom available, more often in text only. Email service was frequently available and commonly in text only. Email to a friend service was available on nearly half the web sites, predominantly in text. This kind of service is akin to personal information sources such as word-of-mouth. Word-of-mouth communication is perceived as a credible source of information and thus has a signicant inuence on ones purchase decision-making and a companys reputation (Day, 1980). Thus, providing such an opportunity to consumers might be smart for online retailers. A printer friendly version of web sites was rarely available. Online catalog request was available in roughly half the web sites, more often with a picture of a catalog cover page. Account management service was frequently available, more often in text only. Service attributes that may promote entertainment in shopping were infrequently available despite an increasing attention to the hedonic aspect of online shopping (Eroglu et al., 2001). Links to alternative sites were available on less than half the web sites, more often with a picture. Personal shoppers were seldom available. Virtual communities (i.e. bulletin boards or chat rooms) were almost never available. Overall, service attributes that accommodate individuals specic needs were often unavailable in many web sites. Unlike store shopping, customers cannot easily request specic services due to the absence of salespeople in online retailing. Accordingly, online retailers may want to anticipate needed services and make them available before they are sought after. Information Seven online service attributes were coded into the information dimension of E-A-S-QUAL. According to Huizingh (2000), information can be classied into commercial information (e.g., company information, mission statement, and nancial statement) and non-commercial information (e.g. prices, product descriptions, and specications) in the context of online retailing (see Table II). With regard to commercial information, company history was found in about half the web sites, frequently with a picture. General company information was very often available and store information was frequently available. Except for general company information, most service attributes which increase familiarity with a company or brand name were infrequently available. Yet this type of information could help reduce perceived risks. The addition of a picture to augment text information about service positively inuences consumer attitudes toward services and behavioral intent to use the service by making service more real and experiential (Koernig, 2003). Physical buildings and facilities inuence consumer condence in traditional retailing (Doney and Cannon, 1997), and similar effects are likely to hold in online retailing. Therefore, the use of a picture of a companys founder, a physical building, employees, or business partners may be benecial for online retailers in the absence of a physical presence. However, pictures were found infrequently in web sites analyzed. With regard to non-commercial information, shipping cost and sales tax were almost always available, mostly in text only. This is basic information necessary to make a purchase decision and thus should be provided in all web sites. Size charts were often available. Four types of size charts were found; measurements and measurement guides with a picture, measurements and measurement guides without a picture,

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measurements without a picture, and measurements with a picture. No size information could be found on nearly one-fourth of the web sites. This is surprising, given the non-standard sizing in US womenswear. The details of product descriptions varied across web sites. Two web sites provided only color, size, and price information (i.e. the minimum information needed to make an apparel purchase). About half the web sites provided more information such as fabric/ber information, style and construction details, care instructions, and country of origin. Since information reduces perceived risk associated with nonstore apparel purchasing (Kim and Lennon, 2000), online retailers could easily provide this information to reduce online shoppers perceived risks. In their WebQual study, Barnes and Vidgen (2000) asserted that web site information is critical in affecting perceived web site quality. Graphic style A total of 21 online service attributes were coded into the graphic style dimension of E-A-S-QUAL. These attributes are generally related to visual presentation of products (see Table II). Previous researchers have studied graphic style of the site (e.g., animation, print size, layout, and number of photos) and found that graphics have an effect on customer perceptions of online shopping and play an important role in attracting, sustaining, and retaining customers at the site (Nitse et al., 2004; Raney et al., 2003). In the context of product evaluation on web sites, the graphic style dimension is more critical to online apparel retailers than to online retailers of travel or books due to the nature of apparel. For example, apparel has to t properly, blend well with skin tones, perform properly, and for most people, convey fashionability. Each of these characteristics can be evaluated best in person, but can also be evaluated remotely if enough information about the item is available. The results of our study revealed that many alternative views or tools known to facilitate effective online product evaluation were virtually unavailable in the apparel web sites analyzed. A back view was seldom available and a side view was almost never available. A larger view was more frequently available than a back or side view, but still on only about half the web sites. Technologies for product presentation (e.g. 3-D rotation, close-ups of a product photo, zoom function, a virtual model, and video presentation) were rarely available. Yet in a recent survey, 73 percent of respondents reported that zoom technology was very important in online shopping (Millard Group, 2004). One alternative image of a single product was most often available (about half of the web sites), followed by two alternative images (about one-fourth of the web sites) of a single product. No alternative product images were available on about one-fth of the web sites, while more than three alternative images were seldom available. Products were more frequently shown on a model than at, on a mannequin, or on a hanger, in descending order of frequency. Pictures of fabric swatches were available on a majority of the web sites, while close-ups of swatches were seldom available. Alternative color views with which shoppers could see an item in different color by clicking icons were available on half the web sites. On the remaining web sites, consumers could view an item in only one color. These results are surprising given the critical nature of visual product presentation in apparel shopping. Extremely few web sites employed more than one alternative view or technology to enhance the experiential aspect of online shopping.

Picture sizes substantially varied across web sites in that a small picture in one site could be the same size as a large picture in another retailers web site. Small picture sizes ranged from 100 100 pixels to 500 534 pixels. Large picture sizes ranged from 164 173 to 800 600 pixels. For presentation mode and image sizes across product categories within a company, about three-fourths of the web sites used a consistent manner of product presentation (i.e. a model presented products across all product categories), and somewhat fewer web sites used a consistent image size across product categories within a company. Background music and ash intro were seldom available. According to Kotler (1974), atmospheric cues such as colors, graphics, and design produce certain emotional effects on the consumer that enhance purchase probability. In a similar vein, Ko and Rhee (1994) suggested that product displays can lure consumers into making impulse purchases. Montoya-Weiss et al. (2003) found that graphic styles of the web site inuence online channel use and overall satisfaction by reducing security risk perceptions. In spite of the advantages, very few web sites offered service attributes related to the graphic styles dimension, other than presentation on a mannequin, some type of alternative image, and fabric swatches. Implications Our exploratory research identied the extent to which online service attributes were available in apparel retail web sites using the nine dimensions of the E-A-S-QUAL model modied from E-S-QUAL (Parasuraman et al., 2005) and other previous studies (e.g., Huizingh, 2000; Montoya-Weiss et al., 2003; Zeithaml et al., 2002). Our ndings complement the existing literature on online service quality by examining online retailers current service performance in terms of the provision of online service attributes. Prior research identied important online service dimensions based on consumer perceptions and evaluations and developed a variety of scales to measure online service quality. We adopted and modied one of the most comprehensive models of online service quality and objectively evaluated how online retailers are addressing service dimensions important to their customers. Although we cannot make conclusive inferences about online service quality without actually comparing to consumer perceptions and evaluations of the web sites, the overall extent to which current online retailers provide online service attributes appears to be low. However, the online apparel retailers selected as Internet Retailers Best of the Web, 2005 (EddieBauer.com, Landsend.com, LLBean.com, NeimanMarcus.com, Nordstrom.com, and SaksfthAvenue.com) (Internet Retailer, 2004) provided the most online service attributes in our content analysis. This suggests that some online retailers need to provide more online service attributes to meet customers expectations of services in online retailing. An evaluation of online retailers service performance can be used in conjunction with consumers evaluations of online service quality to provide a more complete picture of online service quality. The coding guide developed for this study provides a comprehensive, yet convenient tool to objectively evaluate online service performance. Online retailers can easily implement this tool to compare their current performance in providing relevant service attributes to their benchmark and identify their strengths and weaknesses across different dimensions of online service quality. Depending on their needs, online retailers can easily modify this tool to make a self-assessment of service performance by eliminating unnecessary service attributes and adding additional service attributes

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relevant to them. However, service performance evaluation based solely on the availability of online service attributes provides an incomplete picture of online service quality. Consumers service quality perceptions are evaluated not only by the outcome of a service, but also by the process of service delivery (Parasuraman et al., 1988). Therefore, provision of online service attributes alone may not enhance consumers perceptions of online service. Online retailers need to pay attention not only to providing important online service attributes, but also to ensuring the successful execution of service. Managerial implications The ndings of our study provide online apparel retailers with important practical information. As a rst step to improve online service quality, online apparel retailers need to make sure that they facilitate each of the following online service dimensions which affect consumer perceptions and evaluations of online service quality. Efciency. In order to improve the efciency of online shopping and purchasing, online retailers need to provide a versatile search engine that is robust with diverse terms that consumers are likely to use and also to offer an advanced search function to expedite the search process. The provision of a sitemap can further streamline the search process. With regard to a browsing option, it is important to reduce the number of pages online shoppers need to access to browse for items and make purchases. It is also important to provide browsing and order instructions to make shopping and purchasing easy. During the purchase process, express checkout is essential for a convenient online shopping experience. With the increasing popularity of multichannel shopping, adding an order from catalog function will make online shopping easier and more convenient. Online retailers also need to provide alternative order methods for shoppers who are more comfortable ordering by telephone or other methods. Fulllment. To enhance online retailers ability to fulll orders, online retailers need to provide in-stock status information and to offer order status/tracking information. If an online shopper is notied about the unavailability of an item after selecting an item to purchase, there is a strong negative impact on future patronage intention (Kim and Lennon, 2004). Online retailers need to post item availability information early in the process to minimize the adverse impact of stockouts. Information about when an out-of-stock item will be restocked should also be provided. Order status/tracking information will alleviate some concerns related to the delivery of merchandise. Online retailers should also expand their ability to handle multiple payment options beyond credit card only. System availability. Although many shoppers use Internet Explorer, signicant numbers are using Netscape and new browsers are expected soon. The best solution is to make web sites compatible with different browsers, but at a minimum, online retailers should provide browser requirement information. This information should be easily found early in the shopping process. Otherwise, consumers may not realize the problem of system incompatibility and thus blame a company for the malfunctioning web site. This is likely to lead to poor online shopping experiences and thus dissatisfaction with an online retailer. Dead links evoke negative impressions of the web site in consumers minds. Online retailers need to make sure that their web site is up-to-date such that all links are current and available. If online retailers need system maintenance, they need to announce necessary maintenance in advance and have such

information with an accurate time schedule available on a main page during maintenance. Also, system maintenance should be scheduled when web site trafc is slowest. An unavailable web site is directly related to lost sales. Therefore, online retailers need to monitor dead links and system availability. Privacy. Most online retailers currently provide information about privacy and security. For all online retailers, this is must have information. Often times, despite its availability, privacy and security statements are difcult to read because they are written in small fonts using technical language. It would be useful for online retailers to provide a brief version of such statements so that online consumers can quickly and easily understand privacy and security policies. A full version of such statements needs to be available by clicking a button for those who need more detailed information. Another suggestion is to use security certication (e.g. Verisign, BBB), especially if online retailers do not have well-known brand names. Online retailers also need to share their business ethics with shoppers. Such information can affect consumer perception of a company and in the long run, generate a positive company image. Responsiveness. Most current online retailers make return/exchange policy information available to their customers. If it is in line with a companys business philosophy, we strongly suggest that online retailers offer satisfaction guarantees. This may reduce consumer perception of risks associated with online shopping and thus encourage purchasing. Contact. When customers have a problem, they need a prompt response from a company and a reasonable solution. We suggest that online retailers provide at least two ways (email and telephone) for customers to contact a company. More importantly, online retailers need to provide prompt responses to customer emails. Otherwise, having such contact information available is pointless. Voss (2003) found that while online shoppers expect prompt email responses from online retailers (e.g., one working day), less than half the email responses were within one day and more than 40 percent took over one week to respond or did not respond at all. With telephone contact, if a companys customer service telephone line is available only during business hours, it should be clearly posted on the web site. Some big retailers (e.g., Coldwater Creek) have adopted Live help to provide instant help to customers with questions. After assessing customer need of such functions and nancial capability of their own company, online retailers may decide whether to implement live help, instant library help, or to work with customers with questions or problems in other ways. Personalization. Our ndings suggest that many online retailers are doing a poor job in this service dimension. Some main suggestions are related to gifts. Gift items including gift cards are one of the most sellable items online (Internet Retailer, 2003d). Thus, online retailers need to offer gift cards and also to provide gift wrapping service. If a customer has to receive an item, wrap it, and send it to someone, it is very inconvenient. If an online retailer offers such services, a customer can order an item online and the item will be nicely wrapped and directly shipped to the recipient. In order to promote cross selling and up selling, online retailers can provide suggestions for items (alternative or matching products). If nancially feasible, online retailers may provide free shipping. This will be effective in attracting new purchasers. Some companies offer free shipping if items purchased are over a certain amount of money. Online retailers can strategically use free shipping to encourage shoppers to purchase online.

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Information. Online retailers can use information about their companies to build relationships and to reduce perceived risks associated with online purchases. For brick-and-click companies, it is important to provide store information on their web site because many shoppers cross shop. For online apparel retailers, it is critical to provide detailed product information and size charts because customers can not physically examine an item prior to purchase, but they do need an adequate amount of information to make a purchase decision. Graphic style. This service dimension is particularly important for online apparel retailers due to its product characteristics that require sensory evaluation. The key is to help customers get an adequate amount of product information needed to make a purchase decision. Online retailers need to determine what types of visual presentation techniques are most effective for their customers and then to incorporate several possible techniques to enhance online shopping experiences. A larger view is necessary for items like apparel. Zoom functions and close-ups are useful to minimize disadvantages of online apparel shopping compared to instore shopping where customers can physically touch, feel, and try on products. Due to the nancial obligation involved with some technology, online retailers need to carefully select available techniques to enhance visual presentation of products. To summarize, nonstore retailing entails more perceived risk than instore retailing (Kwon et al., 1991; Miyazaki and Fernandez, 2001). Research evidence suggests that information available in nonstore retailing can reduce perceived risk and subsequently increase consumer purchase intention (Kim and Lennon, 2000). Risk theory applied to online shopping proposes that the risk associated with buying may be alleviated to some extent by providing more information to consumers. Results of our study suggest that online apparel retailers could easily provide more information. For example, the provision of sitemaps, FAQs, company contact information, size charts, or company information does not cost much compared to its potential benets such as reduced perceived risk. Although other service attributes such as zooming technology and live help probably require substantial nancial commitment, online retailers need to perform cost and benet analyses and assess nancial feasibility. Whenever nancially feasible, they need to offer online service attributes that satisfy consumer need of adequate information when shopping online. Limitations This research has several limitations. First, online service attributes identied in this research were isolated from womens apparel web sites; thus, some of these attributes may not be applicable to other product categories. Future research may need to replicate this study using retail web sites selling different product categories. The second limitation is that the evaluation of online service performance based on presence or absence of online service attributes, while objective, provides an incomplete view of online service quality. Future researchers may wish to have online customers rate the service attributes on importance from the perspective of customer service. Third, in this study, we categorized online service attributes into the nine dimensions of E-A-S-QUAL. Future research employing exploratory and conrmatory factor analysis to verify the categorization of online service attributes into the dimensions is recommended.

Note 1. A complete list of web sites analyzed is available from the rst author. Web site www.emarketer.com (2004), Payment choices lead to more sales online, available at: www. emarketer.com/Article.aspx?1002819 (accessed August 14, 2004).

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About the authors Minjeong Kim is an assistant professor in the Merchandising Management Program in the Department of Design and Human Environment at Oregon State University. Dr. Kim received her PhD from The Ohio State University and has published in International Journal of Retail Distribution and Management, Family and Consumer Sciences Research Journal, and Clothing and Textiles Research Journal. Her research interests include consumer behaviors in electronic commerce, service quality both on and ofine, and multi-channel retailing strategy. Jung-Hwan Kim is a doctoral candidate in the Department of Consumer Sciences at The Ohio State University. She graduated with her Masters in Home Economics from the SookMyung Womens University in Seoul, Korea. Her current research interests include consumer shopping behaviors, e-commerce and e-marketing, consumer relationship marketing, and social responsibility associated with body image. Sharron J. Lennon is a professor in the Merchandising program in the Department of Consumer Sciences at The Ohio State University. Her doctorate is from Purdue University. Her research has appeared in Psychology and Marketing, Semiotica, Journal of Consumer Marketing, Journal of Law and Inequality, Journal of Small Business Research, Dress, Family and Consumer Sciences Research Journal, Clothing and Textiles Research Journal, International Journal of Retailing and Distribution Management, Journal of the Korean Society of Clothing and Textiles, and Journal of the Textile Institute. Her research interests include consumer behavior, online and television shopping, customer service, and online visual merchandising.

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