1. The Role of E-Service Quality
and Information Quality In
Creating Perceived Value:
Antecedents to Web Site Loyalty
Presented by:
Shelley Keith
INFQ 7322 - Information Quality Theory
Assignment: Evaluation/Critique of an IQ Research Article

2. Authors
• Ann Pearson - Online Undergraduate
Program Coordinator @ SIU
• Dr. Suresh Tadisina - Professor and
Associate Dean of the College of Business
@ SIU Carbondale
• Chris Griffin - Assistant Professor of
Computer Information Systems @ University
of Louisiana at Monroe

3. Summary
Survey of 409 undergraduate students at 2
midwestern universities was conducted using
an instrument adapted from several related
research instruments for e-service quality,
information quality, and perceived value. The
research tested 16 hypotheses, and
essentially concludes that the best loyalty
results are achieved when both e-service and
information quality are addressed within a
web site.

4. Literature Review
• Reading list of significant size
o More than 20 unique references in the review
• Would have liked more depth
• Lacked up-to-date web research sources
o No mention of relevant thought leaders with
scholarly works, like Jakob Nielsen, Jared Spool,
etc.
o Most of the works cited here were pre-2005
• Nicely broken down by topic area

5. Literature Review: Topics
The literature review was broken down by
major topic area:
• Expectancy-Value Theory
• e-Service Quality
• Information Quality
• Perceived Value
• Loyalty Intentions
• Perceived e-Service Quality, Perceived
Information Quality, and Loyalty Intentions

6. Expectancy-Value Theory
...people learn from expectations.
...individuals learn to perform behavior they
expect will result in positive events.
As adapted to media by Palmgren (1984)
...suggests individuals will continue to use a
medium that generates positive evaluations.

7. Value
Value: attitude influenced by beliefs about the
capabilities of an object permitting or blocking
the achievement of a valued state.
In this study, the "object" is a firm's web site
that permits or blocks a customer's
attainment of a desired product.

8. Key Points
• Focuses on perceptions and their impact on
user/visitor/consumer loyalty to web sites
• No one facet is the magic ingredient. Service
quality and information quality influence the
perception of value, which influences loyalty
intentions. A well-rounded approach is
necessary.

9. Strengths
• Able to apply highly-tested, well-regarded
research to their questions.
• Multi-faceted approach
o 16 individual hypotheses were tested
• Well defined attributes for web site service
quality
o 11 attributes identified based on previous research
• Defined attributes for information quality for
web sites

10. Weaknesses
• Disappointed that the web statistics were
from 2007-2008. There are no shortage of
usable sources for more current information.
o Outdated references to Census Bureau data
• Self described limitation: Students did not
evaluate a single shopping source, rather
they evaluated a site of their choosing.
(questionable as a "weakness")

11. Contribution
• Currently 0 citations in Google Scholar
• Validates what web professionals have been
saying since the dawn of www.
• Provides additional scholarly foundation for
both content strategy and strategic social
media initiatives.
• Offers practical application advice
• Suggests research into other loyalty
influencers and the effect of technology on
perceptions.