DEVELOPING A SOCIAL-COMMERCE SERVICE QUALITY FRAMEWORK: INTEGRATING E-S-QUAL AND E-RECS-QUAL WITH SOCIAL COMMERCE DIMENSIONS
DOI:
https://doi.org/10.36563/rc6e3219Keywords:
social commerce, e-service quality, E-S-QUAL, E-RecS-QUALAbstract
The growing integration of social media and online retail has transformed how consumers perceive and evaluate digital services. This study proposes a conceptual framework that redefines electronic service quality in the era of social commerce by integrating the classical E-S-QUAL and E-RecS-QUAL models with emerging social and algorithmic dimensions. Drawing on 32 peer-reviewed studies published between 2015 and 2025, the analysis identifies key gaps in traditional service quality theory, which largely focuses on transactional efficiency and system reliability. The proposed Social E-Service Quality Framework extends these foundations through four new dimensions; social interaction, personalization, trust, and entertainment value which reflects the participatory and emotional nature of platforms such as Shopee and TikTok Shop. Service and recovery service quality form the functional base, while social commerce dimensions enhance emotional engagement, satisfaction, and loyalty. Theoretically, this study advances service quality theory to the context of participatory commerce, while practically offering insights for designing trust-based, interactive, and personalized service experiences.
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