International Journal of Accounting, Auditing and Taxation

Full Length Research Paper

Cause-effect relationships and the service quality evaluation criteria of portal sites

Ray Wang

Department of Hospitality Management, Hung Kuang University, Taiwan. E-mail: [email protected]. Tel: 886-4-26318652. Fax: 886-4-26310744.

Accepted 23 November, 2020

Abstract

Evaluation of portal site service quality is relatively important for concurrent web services today. The practitioners and academicians are utilizing all kinds of tools to figure out what are the criteria presented as benchmark for portal website service quality. This study uses literature review to attribute the twenty-two portal site service quality evaluation criteria to compose the survey instrument. The hierarchical random sampling method is manipulated in this study. This study collected 1320 valid instruments from the large online population and university students. The decision making trial and evaluation laboratory method applied to compose a cause and effect model to examine the customer expectations of the portal site service quality. The results and managerial implications are discussed.

Key words: portal site, service quality, evaluation criteria, decision making trial and evaluation laboratory.