Functional quality and hedonic quality: A study of the dimensions of e‐service quality in online travel agencies

We attempted to clarify the dimensions of e‐service quality and their role in producing perceived value and loyalty among customers of e‐commerce websites. We particularly examined whether e‐quality consisted of two groups of dimensions: (i) functional; or (ii) hedonic quality. Based on a survey of 1201 online customers of Spanish travel agencies, we used structural equation modelling to show that both types of quality are distinct dimensions of e‐quality and that both have positive and significant influence on perceived value. In addition, perceived value was shown to have a significant impact on loyalty, thus validating the chain from service quality‐to‐perceived value‐to‐loyalty in the context of e‐commerce. The implication for e‐service managers is that they must be aware of the importance of hedonic quality in seeking to attract and retain customers.