Measuring service convenience and its impact on satisfaction towards online shopping in India
by Kedar Bhatt; Faizanali Khokhar
International Journal of Business and Emerging Markets (IJBEM), Vol. 12, No. 4, 2020

Abstract: Service convenience, a measure of consumers' perception of reduction in time and effort in buying a service, is relatively unaddressed in online shopping context. And, the existing studies in this domain differ in terms of number of dimensions and operationalisation of the dimensions. Thus, this study seeks to identify the dimensions of service convenience and validate the multidimensional scale of service convenience in growing online shopping context. The scale of service convenience is adapted from exiting literature and modified to suit the context. Data for the study is collected from 302 Indian online shoppers using convenience sampling method. Four dimensions of online service convenience namely search convenience, order convenience, transaction convenience and post-purchase convenience are identified using exploratory factor analysis (EFA). Validity and reliability of this 12-item scale is established using confirmatory factor analysis (CFA). The paper also tests the conceptual model linking the four convenience dimensions to customer satisfaction. The results of this study contribute to the knowledge on online convenience and its importance in driving customer satisfaction. The paper discusses important theoretical and managerial implications of the findings.

Online publication date: Fri, 11-Dec-2020

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