Developing and validating a scale to assess customer experience during the order fulfillment process in the e-commerce context

Natalia Kravchenko, Vera Butkouskaya, Olga Oyner and Anita Nanda

Cuadernos de Gestión, 2026

Abstract: [EN] This study develops and validates a novel multidimensional scale for assessing customer experience during the order fulfillment process in e-commerce, addressing the lack of measurement tools focused on the post-purchase stage. While prior research has mainly examined operational metrics such as delivery speed or service quality, it often neglects the emotional and experiential dimensions of fulfillment. Drawing on experiential marketing theory, this study proposes a comprehensive framework that integrates both functional (e.g., accuracy, tracking) and emo-tional (e.g., enjoyment, smoothness) components of the customer experience. The research was conducted in two stages —pretest and full-scale validation— based on a survey of 385 online consumers in Russia. This empirical con-text, representing a large and fast-growing digital market, offers valuable insights beyond traditional Western-cen-tric studies. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the analysis revealed six key di-mensions of the fulfillment experience: convenience, enjoyment, smooth delivery, parcel tracking, communication support, and the accuracy and condition of the delivered product. This study contributes to customer experience literature by positioning order fulfillment as a critical experiential touchpoint in the post-purchase stage. Beyond its theoretical value, the validated scale offers a practical diagnostic tool for e-commerce providers seeking to enhance service quality and customer satisfaction across diverse market contexts.

Keywords: customer experience; order fulfillment process; e-commerce; scale development; post-purchase stage; retail industry; emerging markets; experiencia del cliente; cumplimiento de pedidos; comercio electrónico; desarrollo de escalas; etapa poscompra; industria minorista; mercados emergentes (search for similar items in EconPapers)
Date: 2026
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