Measuring Service Quality Perceptions of Indian E-retailers: An Evaluative Study

Abstract

Indian online retailing landscape is characterized by a plethora of sellers all trying to attract the same set of target customers, making service quality a critical differentiating factor for the players. This study investigates the influence of process quality, outcome quality and service recovery on customer e-satisfaction, and e-loyalty and also the influence of customer e-satisfaction on e-loyalty. Sample size of this quantitative study was 199, sample unit was youth and sampling method was purposive sampling. The study was conducted in April–May 2019 in Bengaluru. Responses were subjected to SEM, factor analysis, hypothesis testing, direct and indirect effects using AMOS20. Process quality, outcome quality and service recovery were seen to significantly influence customer e-satisfaction with process quality having a greater impact. Service recovery positively influences outcome quality. Customer e-satisfaction was found to significantly influence customer e-loyalty. Process quality and service recovery significantly influence customer e-satisfaction while outcome quality did not have any impact on customer e-loyalty. Process quality seem to have more impact than service recovery and outcome quality on customer e-loyalty. The findings are in line with previous study. However, the influence of service recovery on outcome quality is something new this study has revealed.