Authors: Sablu Khan; Mohd Afaq Khan
Addresses: Department of Business Administration, Faculty of Management Studies and Research, Aligarh Muslim University, Aligarh, Uttar Pradesh, 202002, India ' Department of Business Administration, Faculty of Management Studies and Research, Aligarh Muslim University, Aligarh, Uttar Pradesh, 202002, India
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.
International Journal of Business Forecasting and Marketing Intelligence, 2018 Vol.4 No.3, pp.353 - 367
Received: 16 Nov 2017
Accepted: 08 Jan 2018
Published online: 29 Jun 2018 *