Although e-service quality (e-SQ) is vital for online purchases and loyalty, and the Internet is globalizing services, limited knowledge exists regarding the impact of Web users' cultural profiles on their perceptions of e-SQ. Within the tourism industry, this is crucial as Web sites target multicultural users and firms are trying to develop localized Web stores. This study addresses this gap by examining the link between cultural dimensions of Web site users and their e-SQ expectations. Based on an extensive literature review, research hypotheses are formulated and then tested by gathering data from a multinational student body. Findings provide useful implications for users' segmentation and Web site globalization.
The Business Administration Department, University of the Aegean, Greece
Publication date: January 1, 2004
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Information Technology & Tourism is the first scientific journal dealing with the exciting relationship between information technology and tourism. Information and communication systems embedded in a global net have profound influence on the tourism and travel industry. Reservation systems, distributed multimedia systems, highly mobile working places, electronic markets, and the dominant position of tourism applications in the Internet are noticeable results of this development. And the tourism industry poses several challenges to the IT field and its methodologies.