Abstract
The rise of the social networks has radically changed communications. This study seeks to explore the importance of electronic service quality’s (E-SQ) dimensions in relation to companies’ pages promoted on social networks, specifically Facebook. The common dimensions and attributes of E-SQ were identified by studying the relevant literature. A descriptive approach was used to identify the weights and importance of E-SQ dimensions and attributes in relation to the Facebook pages. 400 questionnaires were administered to the Facebook users, 303 questionnaires were responded to and returned back. Results show that the two most important dimensions of E-SQ as perceived by Facebook users, are privacy/security and information quality. This research provides Facebook fan page owners with useful recommendations on what should be included in their pages in order to attract more fans and increase fans’ engagement. It provides a new platform for investigating and improving the concept of E-SQ on the Facebook domain.
Highlights
The Internet has enabled and accelerated new forms of communications
This paper addresses the E-SQ in the Facebook setting and explores what are the fan’s perceptions of E-SQ in Facebook through attempting to provide answers for the following questions: “What is the relevant importance of dimensions of electronic service quality associated with pages and sites promoted and delivered in Facebook by using the fan’s perspectives? What is the perceived relative importance of attributes associated with E-SQ dimensions of pages and sites promoted in the Facebook? What are the key factors should be considered and emphasized for measuring E-SQ of pages and sites in the social networks arena such as Facebook?
This study addressed the issue of E-SQ dimensions and attributes for companies’ pages promoted on Facebook
Summary
One such means of communication that have emerged and become increasingly popular over the past years is social networks (Neumann et al, 2005) Social networks, such as Facebook, LinkedIn, MySpace, Twitter, YouTube, WhatsApp and Instagram provide improved access to information as they enable a person to communicate with tens, hundreds, or even thousands of other people about the activities, services, products, and the companies that provide them. Such tools can give potential consumers massive access for reviewers and comments by previous users. This improved access to information results in a clearer picture about the activities, services and products of a company and provides producers with additional valuable information through the social network profile of the visitor. Mangold and Faulds (2009) argue that social media is a hybrid element because it enables companies to talk to their customers but it enables customers to talk directly to each other
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