An exploration of online shopping convenience dimensions and their associations with customer satisfaction

Sergio Palacios and Minjoon Jun

International Journal of Electronic Marketing and Retailing, 2020, vol. 11, issue 1, 24-49

Abstract: The purpose of this paper is to extend our understanding of shopping convenience and customer satisfaction in the context of online shopping. Employing the critical incident technique, the authors content-analyse 1,134 customer-generated reviews regarding 31 US online retailers' service performance. This study uncovers 51 original categories and further refines them into nine dimensions of online shopping convenience: access, search, evaluation/selection, configuration/customisation, transaction, delivery, possession/in-use, service recovery, and post-purchase communication convenience. Our findings indicate that, of the nine service convenience dimensions, four dimensions, such as delivery, service recovery, transaction, and possession/in-use convenience, tend to be the main sources of customer satisfaction/dissatisfaction.

Keywords: online shopping convenience; customer satisfaction; qualitative research; content analysis; customer reviews; online retailers. (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijemre:v:11:y:2020:i:1:p:24-49

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