How to measure post-purchase customer experience in online retailing? A scale development study

Abstract

Purpose The advent of e-retailing has created multiple options for customers. Hence, most important concern is to identify the experience which entices customers for repurchase from the one particular e-retailer. This paper tries to identify the customer experience with reference to activities happening post-purchase. The purpose of this paper is to develop and validate online post-purchase customer experience (OPPCE). Design/methodology/approach The methodology of this scale development study starts with skimming of relevant literature to identify the knowledge gap and prepare a theoretical background for the study. Then scientific method is applied for scale creation. First, items of the scale been identified through interviews of online shoppers and marketing experts. Then the major dimensions were identified through exploratory factor analysis applied on the data collected from active shoppers, who transacted online in last six months, with the help of a structured questionnaire survey. These data are analyzed through structural equation modeling to validate the scale. Findings The study yields that the scale for measuring OPPCE is multi-dimensional. It has six dimensions, i.e. delivery, product-in-hand, return and exchange, customer support, benefits and feel-good factors. The proper focus on the items of these dimensions can help e-retailers improve customer experience and increase repeat purchase. Originality/value Post-purchase activities have a significant impact on customer and their repeat purchase intensions. But it has not received its due attention particularly in the online context. Hence, this paper fills this knowledge gap and gives e-retailers a tool to enhance their customers’ experience.

Reputable Internet Retailers’ Service Quality and Social Media Use

“…This offline process is completely separate from online procurement and high order procurement quality cannot guarantee high order fulfillment quality. One major order fulfillment quality factor is on-time delivery [4], [31][32][33]. After placing an order online, customers want to receive the order in a timely manner.…”

Purchase Preferences and Buying Influences on Religious Occasions

“…Thus, post-purchasing experience of consumers regarding the shopping for Eid should be considered by the marketers. The reason behind the observation of post-purchasing experience is to build better customer evaluation through customer knowledge (Nambiar et al, 2018) and to enhance the re-purchasing intention towards the vendor or shopping mall from where they made purchases earlier (Kumar & Anjaly, 2017). In recent years, few occurrences have made the event bitter.…”

Fashion on the Go: The Relationship between Consumers’ Adoption and Post-Adoption of M-Shopping Fashion App

“…With the advent of internet, the way of customer interaction and response to the offerings has changed. Thus, new channel customer experience has been created [15].According to [24]the online shopping experience reflects the consumers' previous past experience with the online companies. Also, the study conducted by [25] affirmed the relationship betweenfrequency of online purchase with a specific retailer with experience they had.…”

“…All the items of the questionnaire were developed based on previous research work. Use behavior and behavioral intention was adapted from the study of [20].Post purchase customer experience being a multidimensional concept, the items for this construct is taken from multiple construct like return and replacement and customer Assistance were adapted from the study of [14] , Product Experience and hand over of product were adapted from [15].…”