IDEAS home Printed from https://ideas.repec.org/a/ejn/ejssjr/v11y2023i2p75-94.html
   My bibliography  Save this article

Quality Expectation Factors Influencing E-customer Satisfaction: Evidence from Online Shopping in South Africa

Author

Listed:
  • Tariro Shumba

    (Nelson Mandela University, South Africa)

  • Danie Ferreira

    (Nelson Mandela University, South Africa)

Abstract

The Covid-19 pandemic brought about an increased need for online shopping, and a steady increase in online shopping was recorded. However, only about 1.4% of online traffic eventually buys online, which leads to a need to gain knowledge of the factors which drive online shopping customer satisfaction and purchasing intention. It is imperative to consider consumer quality expectations when evaluating e-consumer satisfaction. The aim of this study establishes which quality expectation variables influence e-customer satisfaction in South Africa. The study models three quality expectation variables and e-customer satisfaction. The study uses non-probability samples of 237 respondents. A quantitative approach is used in which structured data is gathered and quantitatively analyzed. The measuring instrument used is an online survey. The items in the questionnaire are validated by conducting Exploratory Factor Analysis and subsequently Cronbach’s alpha values are calculated for each of the valid constructs to confirm inter-item reliability. Multiple Regression tests are used to determine the relationship between the independent and dependent variables. The results indicate that of the three quality expectation factors, only shopping experience expectations have a significant influence on e-customer satisfaction. Service convenience expectations and product offerings expectations are recording insignificant associations with e-customer satisfaction. The study is therefore identifying the need for online shops to augment e-customer satisfaction through exceeding customers’ quality shopping experience expectations.

Suggested Citation

  • Tariro Shumba & Danie Ferreira, 2023. "Quality Expectation Factors Influencing E-customer Satisfaction: Evidence from Online Shopping in South Africa," Eurasian Journal of Social Sciences, Eurasian Publications, vol. 11(2), pages 75-94.
    • Handle: RePEc:ejn:ejssjr:v:11:y:2023:i:2:p:75-94
    as

    Download full text from publisher

    File URL: https://eurasianpublications.com/wp-content/uploads/2023/09/EJSS-11.2.4.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. S. Rudansky-Kloppers & J.W. Strydom, 2021. "Target Market Solutions in South African Online Businesses: The Generational Effect," Journal of African Business, Taylor & Francis Journals, vol. 22(2), pages 209-234, April.
    2. Gulden Turhan, 2014. "Building Store Satisfaction Centred on Customer Retention in Clothing Retailing: Store Design and Ease of Shopping," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 3(1), pages 89-105, January.
    3. Michael W. L. Elsby & Bart Hobijn & Aysegul Sahin, 2010. "The Labor Market in the Great Recession," Brookings Papers on Economic Activity, Economic Studies Program, The Brookings Institution, vol. 41(1 (Spring), pages 1-69.
    4. Blut, Markus & Chowdhry, Nivriti & Mittal, Vikas & Brock, Christian, 2015. "E-Service Quality: A Meta-Analytic Review," Journal of Retailing, Elsevier, vol. 91(4), pages 679-700.
    5. Parise, Salvatore & Guinan, Patricia J. & Kafka, Ron, 2016. "Solving the crisis of immediacy: How digital technology can transform the customer experience," Business Horizons, Elsevier, vol. 59(4), pages 411-420.
    6. Valdeci Ferreira dos Santos & Leandro Ricardo Sabino & Greiciele Macedo Morais & Carlos Alberto Goncalves, 2017. "E-Commerce: A Short History Follow-up on Possible Trends," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 8(7), pages 130-138, November.
    7. Tandon, Anushree & Kaur, Puneet & Bhatt, Yogesh & Mäntymäki, Matti & Dhir, Amandeep, 2021. "Why do people purchase from food delivery apps? A consumer value perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Rodrigo Mesa-Arango & Badri Narayanan & Satish V. Ukkusuri, 2019. "The Impact of International Crises on Maritime Transportation Based Global Value Chains," Networks and Spatial Economics, Springer, vol. 19(2), pages 381-408, June.
    2. Jochen Wulf, 2020. "Development of an AHP hierarchy for managing omnichannel capabilities: a design science research approach," Business Research, Springer;German Academic Association for Business Research, vol. 13(1), pages 39-68, April.
    3. Duygan-Bump, Burcu & Levkov, Alexey & Montoriol-Garriga, Judit, 2015. "Financing constraints and unemployment: Evidence from the Great Recession," Journal of Monetary Economics, Elsevier, vol. 75(C), pages 89-105.
    4. Borowczyk-Martins, Daniel & Lalé, Etienne, 2020. "The ins and outs of involuntary part-time employment," Labour Economics, Elsevier, vol. 67(C).
    5. Jaison R. Abel & Richard Deitz, 2017. "Underemployment in the Early Careers of College Graduates following the Great Recession," NBER Chapters, in: Education, Skills, and Technical Change: Implications for Future US GDP Growth, pages 149-181, National Bureau of Economic Research, Inc.
    6. Regis Barnichon & Andrew Figura, 2015. "Labor Market Heterogeneity and the Aggregate Matching Function," American Economic Journal: Macroeconomics, American Economic Association, vol. 7(4), pages 222-249, October.
    7. Peter R. Mueser & Colleen M. Heflin, 2013. "Aid to Jobless Workers in Florida in the Face of the Great Recession: The Interaction of Unemployment Insurance and the Supplemental Nutritional Assistance Program," Working Papers 1318, Department of Economics, University of Missouri.
    8. Seonghee Min & Saheum Hong, 2021. "Fighting the wrong battle: the effects of immigrant inflows on domestic migration of natives versus settled immigrants in the USA," The Annals of Regional Science, Springer;Western Regional Science Association, vol. 66(1), pages 57-74, February.
    9. Cai, Ya-Jun & Lo, Chris K.Y., 2020. "Omni-channel management in the new retailing era: A systematic review and future research agenda," International Journal of Production Economics, Elsevier, vol. 229(C).
    10. Mark D. Partridge & Dan S. Rickman & M. Rose Olfert & Ying Tan, 2015. "When Spatial Equilibrium Fails: Is Place-Based Policy Second Best?," Regional Studies, Taylor & Francis Journals, vol. 49(8), pages 1303-1325, August.
    11. Pascal Michaillat & Emmanuel Saez, 2015. "Aggregate Demand, Idle Time, and Unemployment," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 130(2), pages 507-569.
    12. Isabel Cairó & Tomaz Cajner, 2018. "Human Capital and Unemployment Dynamics: Why More Educated Workers Enjoy Greater Employment Stability," Economic Journal, Royal Economic Society, vol. 128(609), pages 652-682, March.
    13. Auray, Stéphane & Eyquem, Aurélien & Gomme, Paul, 2019. "Debt hangover in the aftermath of the Great Recession," Journal of Economic Dynamics and Control, Elsevier, vol. 105(C), pages 107-133.
    14. Bredemeier, Christian & Juessen, Falko & Winkler, Roland, 2017. "Man-cessions, fiscal policy, and the gender composition of employment," Economics Letters, Elsevier, vol. 158(C), pages 73-76.
    15. Stefania Albanesi & Aysegul Sahin, 2018. "The Gender Unemployment Gap," Review of Economic Dynamics, Elsevier for the Society for Economic Dynamics, vol. 30, pages 47-67, October.
    16. Sonia Bhalotra & Martin Karlsson & Therese Nilsson & Nina Schwarz, 2022. "Infant Health, Cognitive Performance, and Earnings: Evidence from Inception of the Welfare State in Sweden," The Review of Economics and Statistics, MIT Press, vol. 104(6), pages 1138-1156, November.
    17. Bruno Decreuse & Linas Tarasonis, 2021. "Statistical Discrimination in a Search Equilibrium Model: Racial Wage and Employment Disparities in the US," Annals of Economics and Statistics, GENES, issue 143, pages 105-136.
    18. Ay?egül ?ahin & Joseph Song & Giorgio Topa & Giovanni L. Violante, 2014. "Mismatch Unemployment," American Economic Review, American Economic Association, vol. 104(11), pages 3529-3564, November.
    19. Perez-Vega, Rodrigo & Hopkinson, Paul & Singhal, Aishwarya & Mariani, Marcello M., 2022. "From CRM to social CRM: A bibliometric review and research agenda for consumer research," Journal of Business Research, Elsevier, vol. 151(C), pages 1-16.
    20. Franco Valdez, Ana Dolores & Valdez Cervantes, Alfonso & Motyka, Scott, 2018. "Beauty is truth: The effects of inflated product claims and website interactivity on evaluations of retailers' websites," Journal of Business Research, Elsevier, vol. 90(C), pages 67-74.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ejn:ejssjr:v:11:y:2023:i:2:p:75-94. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Esra Barakli (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.