Measuring service convenience of e-retailers: an exploratory study in India

Sablu Khan and Mohd Afaq Khan

International Journal of Business Forecasting and Marketing Intelligence, 2018, vol. 4, issue 3, 353-367

Abstract: The purpose of this study is to conceptualise and explore the strategic importance of e-retailers' service convenience. This study suggests that e-service convenience is a vital factor in the e-buyers buying behaviour. E-service convenience provides customer experience during e-shopping. The present study is done to adapt the scale developed by Jiang et al. (2013) to measure e-service convenience for the e-retailers. The findings of the present study contribute and extend theory by adapting the e-service convenience scale for e-retailers. This study has also added two new constructs (e.g., order convenience and logistics/reverse-logistics convenience) for e-service convenience in e-retailing context. The findings and the new e-service convenience scale will be helpful for e-retailers and marketers to improve its services.

Keywords: e-commerce; e-service convenience scale; e-retailer; e-shopping; India. (search for similar items in EconPapers)
Date: 2018
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