| Due to severe competition and sophisticated consumer expectations relating to integrated service quality in the Internet golf store business, it is important not only to understand how consumers evaluate integrated service processes, but also to identify the critical sub-factors and primary dimensions with which to measure integrated service quality in the Internet golf store business. Due to the different nature of the Internet golf store business, as compared to the traditional business, a unique integrated service quality concept and measurement model adapted to the Internet golf stores was developed, based on a broad literature review and focus interview. This study also examined the causal relationships between integrated service quality, price, consumer satisfaction, and internet searching and/or purchasing intention on the Internet golf stores.; In the proposed models, integrated service quality consists of three primary dimensions (i.e., service quality, information quality, and system quality). Each of the primary dimensions is defined by several corresponding sub-dimensions in this study: (1) service quality defined by website design, reliability, responsiveness, empathy, availability, and transaction security; (2) information quality defined by product information, additional information, business policy information, and entertainment of information; and (3) system quality defined by ease of use, speed of access, and interactivity.; The major findings included: (1) the proposed theoretical framework of integrated service quality for the Internet golf stores was confirmed; (2) all proposed measurement models for service quality, information quality, system quality, and integrated service quality were confirmed; (3) consumer satisfaction was directly influenced by integrated service quality and price; (4) Internet searching and/or purchasing intention was indirectly affected by integrated service quality and price, via the intervening construct of consumer satisfaction; and (5) consumer satisfaction directly influenced Internet searching and/or purchasing intention.; The research model used in this study can serve as a diagnostic and prescriptive tool. It allows practitioners in the Internet golf store business to more specifically evaluate consumers' perceptions of integrated service quality at several different levels and to identify specific aspects of integrated service quality that are found to be more competitively advantageous or problematic to their consumers. |
