Development of structural and attributive quality model of e-services based on systematization of consumer properties

Digital economy: theory and practice

The article presents the results of systematization and analysis of the characteristics of the quality of electronic services given in the works of Russian and foreign authors. Analysis is based on our definition and classification of electronic services. Most of the existing models claim to be universal, however, they are focused mainly on hybrid electronic services, which implement only some of its stages in electronic form, primarily, choice and payment for goods/services, as well as interaction with the service provider. We propose a structural and attributive model of electronic services, which allows to identify key consumer properties in correlation with the components of the quality of electronic services as an object of management, i.e., the quality of the process and result of electronic services and the quality of the environment in which the electronic services are provided. The complex consumer properties of the e-service include: operation properties, ergonomic properties, reliability, safety, accessibility, emotional properties. We characterize the content of each property and offer individual properties and indicators of their components. The operation properties include information properties, functional purpose and properties of personalization. Security properties also include privacy properties. The reliability of the electronic service is characterized by correct technical functioning of the site and the accuracy of service promises, calculations and product information. The ergonomic properties include ease of use, structural properties of the website, service properties and properties of the service environment. Aesthetic properties include the aesthetics/design of the website. However, it can be concluded on the basis of research that aesthetic properties should be included in a new group of consumer properties of electronic services, emotional properties, which should also include the ability to create emotional benefits and new experiences, feelings and pleasure of the consumer.  Availability, as the ability of the service to be provided at the request of the consumer, includes the properties of efficiency and inter-device/inter-platform compatibility. The presented model is universal and its further development is associated with devising recommendations for selecting a set of consumer properties and quality indicators for each type of electronic service.