PurposeThe purpose of this paper is to identify the key convenience dimensions of online shopping, as convenience has been one of the principal motivations underlying customer inclinations to adopt online shopping.Design/methodology/approachThe authors first employ in‐depth focus group interviews with online consumers to identify the attributes of online shopping convenience and then develop and validate an instrument of five key dimensions to measure online shopping convenience by analyzing data collected via a Web‐based questionnaire survey.FindingsThe five dimensions of online shopping convenience are: access, search, evaluation, transaction, and possession/post‐purchase convenience.Practical implicationsOnline retailers can employ the five‐factor measurement instrument to assess the degree of customer perceived online shopping convenience. This instrument can assist managers in identifying and overcoming key obstacles to the delivery of a highly convenient online shopping service to customers, and also helps them enlarge their loyal customer base.Originality/valueThis study focuses on uncovering the key dimensions of convenience and their associated sub‐dimensions specific to the context of online shopping. Theoretically, the identified dimensions and their related sub‐items comprise a validated scale for measuring Web‐based service convenience and can serve as building blocks for further studies in e‐commerce customer relationship management.

This paper develops a research model to examine the effect of e-service quality dimensions on customer-perceived value and customer loyalty. Based on a survey of 235 online customers, we identify five key e-service quality dimensions: care, reliability, products portfolio, ease of use, and security. Our empirical results show that all the five dimensions have significant and positive impacts on customerperceived value which, in turn, increases customer loyalty. We further examine the mediating role of customer-perceived value in the relationship between each e-service quality and customer loyalty. The results suggest that customer-perceived value plays a partially mediating role in the effect of ease of use, care, product portfolio, and reliability on customer loyalty, and a fully mediating role in the relationship between security and customer loyalty. Managers may be in a position to benefit by employing the model presented in this study in an effort to improve service performance and, hence, retain customers.

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