A study on service quality of Facebook.

• Main Authors: Chan, Kar Yang., Lim, Yu Xian., Low, Jeslina Wei Siew.
• Other Authors: Chung Tuck Siong
• Format: Final Year Project
• Language: English
• Published: 2012
• Subjects: DRNTU::Business::Marketing::Internet
• Online Access: http://hdl.handle.net/10356/48380
• Institution: Nanyang Technological University

With more than 800 million people using Facebook, one of the many social networking platforms, interactions are no longer constrained to face-to-face communication in the 21st century. Coupled with the increasing number of such platforms, service quality of these sites will act as a differentiating factor. With the existence of several service quality models developed to measure satisfaction in conventional retail and online stores, there is, however, still a lacking of methods to measure user satisfaction in social network sites. The purpose of this paper is to develop and validate an instrument to measure the minimum, desired and perceived level of service quality of social network sites, with Facebook as a representative. The relationship between the service quality of Facebook and user satisfaction, and the relationship between user satisfaction and frequency of visits are also investigated. An extensive literature of the traditional service quality models and focus group discussions generated a 21-item scale of our modified service quality model, consisting of eight dimensions. Further literature and analysis of this model is then presented to justify its reliability and validity in evaluating the service quality of Facebook. The paper is concluded with the key findings, important managerial implications as well as recommendations to future research.