Evaluating electronic service quality for C2C social commerce in Thailand: A pilot study

摘要

The rapid growth of Social Commerce (s-commerce) fuels the need for delivering better quality of services. The existence of C2C social commerce on Facebook and other social media networks requires the use of electronic service quality (e-SQ) instruments. The aim of this paper is to apply the existing e-SQ measures to the context of C2C s-commerce in Thailand. A pilot test study was conducted on Facebook users to test the applicability of the scale. The results revealed five service quality dimensions which could be useful to sellers (Facebook users) in Thailand. The Thai scale offers an aggregate measure of seller's service quality on Facebook. The conclusion of this study and future research are discussed.