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While SERVQUAL is the most extensively used measurements of service quality among industries nowadays and its five-dimension measured factors are investigated with respect to the customers’ reaction, E-SERVQUAL thus is developed amid traditional service industries to cope with the internet markets. Both two models use measured data based upon after purchased instead of pre- purchased which is considered as the main concern for service quality. Taking Magal’s instrument into account, which indicates three dimensions that possess the function of customers’ comments, customers’ demand and service planning to measure the service quality, we propose the SERVEGAL model to include customers’ recognition on service quality pre-purchasing. And a case study in tourism industry is applied to verify our proposal. The result of this study shows that SERVEGAL is not merely a service planning provider, but also a tool to accommodate with the customers’ expectation for service quality.

Evaluating Online Shopping Service Quality—SERVEGAL in Taiwan Tourism Industry