Measurement of Instant Message Tool's Service Quality: An Exploratory and Confirmatory Factor Analysis

摘要

In order to measure instant message tool's service quality, an initial scale is developed from a body of literature and focus group interview. Then a survey is conducted with this scale, and 116 effective samples are obtained Based on the exploratory factor analysis with these samples, verification on the initial scale is conducted and a new scale is formed. And another survey with this new scale is conducted resulting 379 effective samples. Confirmatory factor analysis with structural equation model is conducted on these samples. The reliability and validity assessments on the scale suggest that both the reliability and validity of the scale are good. Therefore, the dimensions founded here are reasonable, and the scale can be used further in future. By such two stages procedure, efficiency, fulfillment, security, empathy and technology & function are taken as the five dimensions of instant message tool’s service quality. The scale developed in this paper can be used to measure service quality of instant message tool, and the configuration of five dimensions can be used to research the relationships between service quality of instant message tool and customer satisfaction and loyalty.