Service Quality Dimensions and Customer Satisfaction in online shopping: A customer’s perspective

Authors

  • Amna Khan Institute of Quality & Technology Management, University of the Punjab, Lahore, Pakistan
  • Syed Sohaib Zubair Institute of Administrative Sciences, University of the Punjab, Lahore, Pakistan
  • Sobia Khurram Institute of Administrative Sciences, University of the Punjab, Lahore, Pakistan
  • Mukaram Ali Khan Institute of Administrative Sciences, University of the Punjab, Lahore, Pakistan

DOI:

https://doi.org/10.34260/jaebs.413

Keywords:

E-Service Quality, E-Commerce, Customer Satisfaction, B2C, Cash on Delivery

Abstract

With the expansion of e-commerce, E-Service Quality is becoming increasingly important. The study aims to investigate the relationship between e-service quality dimensions and customer satisfaction in B2C online shopping in Pakistan emphasizing the customer’s perspective. A total of five dimensions of e-service quality have been tested with endogenous variable i.e. customer satisfaction. Using a quantitative research strategy, data from 225 participants was collected using online questionnaires where 88% of the respondents already had the experience of online shopping that made a valid sample of 199. Smart PLS was used to conduct the data analysis. Following reliability and validity analysis, out of all five dimensions, reliability showed the strongest path coefficient of 0.323. Results also show that all the five hypotheses were supported except for responsiveness. As far as implications of the study are concerned, online shopping stores should devote valuable resource to enhance the significant e-service quality attributes that are emphasized by this study. Moreover, E-Services are becoming increasingly important in B2C e-commerce for improving customer relations and increasing sales and developing countries are of no exception to it. Lastly, as the study is conducted in Pakistani context, generalizability to other countries particularly outside South Asia may be limited due to difference in customers’ shopping behaviours and attitudes.

Article

Published

2020-03-30

How to Cite

Khan, A. ., Zubair, S. S. ., Khurram, S. ., & Khan, M. A. . (2020). Service Quality Dimensions and Customer Satisfaction in online shopping: A customer’s perspective . Journal of Applied Economics and Business Studies, 4(1), 53-76. https://doi.org/10.34260/jaebs.413

Issue

Section

Articles