Title: Assessing channel quality to measure customers' outcome in online purchasing

Authors: Arsalan Najmi; Waqar Ahmed

Addresses: Department of Management Sciences, Iqra University, Karachi-75300, Pakistan ' Department of Management Sciences, Iqra University, Karachi-75300, Pakistan

Abstract: In this intense competitive era, businesses surrounded with different internal and external factors are striving to improve their distribution strategy. This study investigates the effects of dimensions of e-channel quality and product values on e-customer satisfaction, leading to e-customer loyalty in an economy where e-commerce is still in evolving phase. E-channel quality served as a higher order factor which includes: perceived ease of use (EOU), perceived usefulness (PU), convenience (CON), entertainment (ENT), selection (SEL) and return-ability (RTN); whereas product values served as a higher order factor for product quality (PQ) and price consciousness (PC). Data was collected from 224 university students and PLS-SEM was applied. The results revealed that quality attributes of e-channel and product values have significant impact on e-customer satisfaction which leads to e-customer loyalty. Based on the findings, the results are discussed and directions for future research are also provided.

Keywords: e-channel quality; e-customer satisfaction; e-customer loyalty; product values; higher order PLS.

DOI: 10.1504/IJECRM.2018.090210

International Journal of Electronic Customer Relationship Management, 2018 Vol.11 No.2, pp.179 - 201

Received: 19 Sep 2017
Accepted: 27 Nov 2017
Published online: 05 Mar 2018 *

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