Future research could make several extensions of the current study. First, to verify
the dimensions developed in this study and to enhance the generalizability of the
research findings, future inquiries could employ more diversified samples across
genders and include various forms of e-businesses. Second, the measurement
instrument constructed in this study can be used to further investigate how
user-perceived online service quality influences user satisfaction and, in turn,
purchasing behaviors, such as customer repurchase intentions and loyalty. Similarly,
the antecedents of customer-perceived e-commerce service quality may also be
examined using the measure. Finally, as the e-commerce field becomes increasingly
mature, customers will shape clear expectations for online service quality attributes.
More and more industry-wide service standards will be provided and should aim to be
accepted. Thus, future studies may utilize the expectation– disconfirmation paradigm to
measure online service quality and customer satisfaction.