Title: Study on the influence of perceived service process belief on overall customer satisfaction: the role of stage satisfaction

Authors: Piyush Gupta; Amit Sachan; Sasadhar Bera; Tanusree Dutta

Addresses: Birla Global University, IDCO Plot No. 2, Gothapatna, Bhubaneswar, 751029, Odisha, India ' Indian Institute of Management Ranchi, Prabandhan Nagar, Nayasarai Road, Ranchi, 835303, Jharkhand, India ' Indian Institute of Management Ranchi, Prabandhan Nagar, Nayasarai Road, Ranchi, 835303, Jharkhand, India ' Indian Institute of Management Ranchi, Prabandhan Nagar, Nayasarai Road, Ranchi, 835303, Jharkhand, India

Abstract: A significant amount of research in service operations has focused on customer journey and experience along the e-retail service delivery (e-RSD). Literature reveals that little research has focused on the service process-beliefs of the customer journey in multi-stage e-RSD. The objective of this paper is to see the influence of perceived service process-beliefs on stage satisfaction and attempt to study the impact of stage satisfaction on the customer's overall satisfaction in multi-stage e-RSD. Survey data was collected from 455 Indian customers. Multiple regression analysis is used to find the significance of independent variables on dependent variables. The results identify the significant service process-beliefs impacting the stage satisfactions and results show that all four stage-satisfactions are affecting the overall customer satisfaction. This study offers empirical proof to comprehend the service process-beliefs that affect stage satisfactions in multi-stage e-RSD which can be used by managers to tailor their e-retail service offerings.

Keywords: online retail service delivery; stage satisfaction; customer journey; customer satisfaction; service process; e-retail service delivery; e-RSD.

DOI: 10.1504/IJSOM.2025.149976

International Journal of Services and Operations Management, 2025 Vol.52 No.3, pp.293 - 312

Received: 22 May 2023
Accepted: 01 Sep 2023
Published online: 20 Nov 2025 *

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