Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

Test of Hypotheses for Service Quality 
To test Hypotheses 1a to 1e, paired means comparison was conducted between means in the customized 
service setting and means in the non-customized service setting. This multivariate analysis revealed that at least one 
of five categories of perceived service quality in the customized service via IT setting differed from that in the non-
customized service setting (T
2
= 132.69, F(5, 91) = 25.42, p < 0.001). Confidence intervals were determined to 
assess which categories in the customized service setting and the non-customized setting differed (Figure 2). 
Supporting Hypothesis 1a, reliability was found to be higher in the customized service setting than the non-
customized setting (mean difference = 2.34) with 95% confidence. Supporting Hypothesis 1b, responsiveness was 
found to be higher in the customized service setting (mean difference = 3.05) with 95% confidence. Supporting 
Hypothesis 1c, assurance was found to be higher in the customized service setting (mean difference = 2.05) with 
95% confidence. Supporting Hypothesis 1d, empathy was found to be higher in the customized service setting 
(mean difference = 0.90) with 95% confidence. Supporting Hypothesis 1e, tangibles were found to be higher in the 
customized service setting (mean difference = 0.98) with 95% confidence. 
A linear regression was conducted to test Hypothesis 2. The difference in assurance between the 
customized service setting and the non-customized service setting was estimated by attitude toward customer 
information utilization by a service provider. Two items were used to measure attitude toward information 
utilization (Pearson’s correlation r = 0.60). Supporting Hypothesis 2, the difference in assurance was found to be a 
positive linear relationship (
β
1
= 0.457) with attitude toward information utilization (F(1,94) = 21.58, p < 0.000).
Attitude toward information utilization explained only 18% of variation in the difference in assurance between the 
customized service setting and the non-customized service setting (adjusted R
2
= 17.8). 

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