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Users' perceptions of the free, virtual-only service experience

Using two stages of large-scale empirical data collection and analysis, this article presents a first attempt to develop a scale (netQ) for measuring the quality of free, virtual-only service experience. In the first stage, based on responses to an online survey, qualitative analysis has been used to identify the service quality items. This was followed by a second survey on webmail services. Exploratory factor analysis revealed the dimensionality of the final scale, which consists of four underlying dimensions: web design, reliability, user assistance, and privacy/security. Directions for further research on online service quality are suggested. Managerial implications are also reported.