Core service scale. Efficiency - The capability of customers to access the website, find their appropriate product and/or information related to preserving minimum effort. Fulfilment - The accuracy of service requirements, availability of the product in storage, and delivering the product on time. Reliability - This is parallel to the reliability dimension in the original SERVQUAL model, where customers expect search engines, payment facilities etc. to function reliably, and the information presented on the website to be dependable. Two aspects of online service reliability can be distinguished (Cox & Xxxx, 2001). The reliability perception is driven by the correct technical functioning of the site, or the technical aspects of the user interface, while the outcome aspect is defined by the accuracy of service promises, billing and product information (Zeithaml et al., 2000). Security/privacy - Privacy/security refers to the protection of personal and financial information (Xxx & Xxxxxx, 2001) and the degree that a site is considered by consumers as being safe from intrusion (Xxxxxxxxxxx et al., 2005). In the classical SERVQUAL model, an important quality dimension was assurance, or the degree to which service staff and premises instigate trust in the customer. Online customers generally cannot reach the employees, or the physical facilities of the firm they are dealing with (Xxxxxxxxx & Schefter, 2000), so trust needs to be established in other ways. It is the impression of assurance the website makes on the customer, which could lead to trust. The security and privacy dimension is part of the assurance dimension. Trust is often claimed to be the most important online service quality dimension (Xxxxxxxxxxxx et al., 2001; Xxxxxxxx, 2001; Xxx et al., 2001; Xxxxx et al., 2000).
