A study on service quality of virtual community websites

The purposes of this study are to construct an instrument to evaluate service quality of Virtual Community Websites (VCWS) and have a further discussion of the relationship between service quality dimensions and overall service quality, customer satisfaction and loyalty. The questionnaire is based on the SERVQUAL model and modified by the experts in this field. Factor analysis, t-test, and Pearson correlation analysis were used to analyse the data collected from college students of three major universities in Taiwan. Results indicate that 'on-line quality and information safety' is positively related to the overall service quality, customer satisfaction, and loyalty, but the service quality level of this dimension is the poorest. Furthermore, both the dimensions of 'advertising mail management' and 'customers service management' are also positively related to overall customer satisfaction and loyalty. The service quality level of 'extra function and service' is the best, but this dimension does not have a significant relationship with overall service quality, customer satisfaction, and loyalty. To enhance the satisfaction and loyalty of the users, the VCWS starts from improving the dimension of 'online quality and information safety' and should reconsider the 'extra function and service' provided.