Assessment of E service Quality and User Satisfaction on Application of E-GSQA Model: Case Study of Federal Ministry of Trade and Regional Integration
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Date
2024-06-28
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A.A.U
Abstract
The present study delves into the intricate relationship between e-service quality and
customer satisfaction within the context of e-government services, focusing on the e-Trade
website implemented by the Federal Ministry of Trade and Regional Integration (MOTRI)
in Ethiopia, aiming to identify areas for enhancement guided by the E-GSQA (EGovernment
Service Quality Assessment) model. It adopts a mixed-methods approach,
combining quantitative and qualitative data collection techniques, using purposive and
simple random sampling to identify participants, analyzed through inferential and
thematic analysis. The study reviews theoretical foundations and assesses e-service
constructs, evaluating dimensions like design, reliability, responsiveness, security,
customization, and, relating them to overall customer satisfaction. The participant pool
includes 33 MOTRI employees and 15,000 customers, with a sample size of 390 customers
and 33 employees determined by Yemane’s formula (1967) and census sampling for
employees and an interview of 9 employees, totaling 427 participants. Statistical analyses,
including correlation and regression, reveal the impact of e-service quality dimensions on
user satisfaction, with design, ease of use, customization, and responsiveness identified as
key determinants. Challenges in implementing e-services in developing countries, such as
inadequate ICT infrastructure, lack of leadership commitment, insufficient training, poor
network connection, and low awareness, were also examined. The study finds a
discrepancy in perceived responsiveness and security between employees and customers,
emphasizing the importance of these dimensions in user satisfaction and the success of egovernment
initiatives. It provides recommendations for improving support services,
prioritizing key quality attributes, and establishing continuous feedback mechanisms to
enhance the e-Trade service, contributing valuable insights for policymakers, e-service
providers, and stakeholders to develop more efficient and user-centric e-government
services