Innovation Management in Defensive Organizations

Innovation Management in Defensive Organizations

A Model for Evaluating Electronic Service Quality Based on Digital Service Innovation

Document Type : Original Article

Authors
alireza pashaei 1
kamran jamali firuzabadi 2
amir gholamabri 3
1 Department of of Industries, Ro.c., Islamic Azad University, Roudehen, Iran
2 Department of Industries, Dam.c., Islamic Azad University, Damavand, Iran
3 3. Department of Mathematics, Fi.C., Islamic Azad University,Firoozkooh,Iran
10.22034/qjimdo.2026.589399.1804
Abstract
Background & Purpose: Digital service innovation has emerged as one of the most significant drivers of organizational transformation in the design, delivery, and continuous improvement of electronic services. The evaluation of e-service quality can no longer rely solely on traditional indicators and static assessment models, as such approaches fail to capture the dynamic characteristics of innovative services, digital interactions, and continuously evolving user needs. Accordingly, the objective of this study is to develop a model for evaluating electronic service quality based on digital service innovation.
Methodology: This study is applied in terms of purpose and qualitative-exploratory in terms of research approach. Data were collected through semi-structured interviews with 20 experts in the fields of management, information technology, digital innovation, service management, and digital transformation, who were selected using snowball sampling. Data collection continued until theoretical saturation was achieved. Data analysis was conducted using the grounded theory approach with MAXQDA software through three stages of open, axial, and selective coding to identify and explain the dimensions, components, and relationships among them.
Findings: Data analysis resulted in the extraction of 225 open codes, 75 subcategories, and 25 main categories, based on which a paradigmatic model was developed comprising six dimensions. These dimensions include: causal conditions (the acceleration of digital transformation, the advancement of intelligent technologies, intensified competition, and changing user expectations); the core phenomenon (dimensions of electronic service quality assessment, digital service innovation capabilities, and an intelligent system for evaluation and continuous improvement); contextual conditions (digital innovation maturity, technological infrastructure, an innovation-oriented culture, knowledge management, and top management support); the central phenomenon (a digital service innovation-based model for evaluating electronic service quality); intervening conditions (resource constraints, security and privacy requirements, resistance to change, and environmental uncertainties); strategies (developing digital innovation capabilities, intelligently optimizing service processes, establishing an integrated service quality evaluation system, and leveraging data analytics for continuous improvement); and consequences (enhanced electronic service quality, improved user experience and satisfaction, increased service agility and innovation, value creation for stakeholders, and improved organizational performance).
Conclusion: Evaluating electronic service quality in the era of digital innovation requires a dynamic, integrated approach that extends beyond traditional quality assessment indicators. By integrating the dimensions of digital service innovation with electronic service quality, the proposed model provides a practical framework for continuous service improvement, enhanced user experience, and strengthened organizational performance. It also offers a valuable foundation for managerial decision-making in the development of innovative digital services.
Keywords
Electronic Service Quality Evaluation
Digital Service Innovation
Digital Transformation
Subjects
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