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E-service quality: a study of online shoppers in India

Author

Listed:
  • Suresh Kandulapati
  • Raja Shekhar Bellamkonda

Abstract

Purpose - – The purpose of this paper is to measure the service quality of online shops using E-S-QUAL and validating the tool in an Indian context. Also, the study examines the mediating role of service value on the relationship between service quality and customer satisfaction in the context of online services. Design/methodology/approach - – An online survey is conducted by administering a structured questionnaire to online shoppers in India. The dimensions of E-S-QUAL (Parasuramanet al., 2005) are adopted without revision to measure electronic service quality (e-SQ) of online shops. Structural equation modeling, reliability tests, analysis of variance (one-way), correlation and regression analysis are performed through SPSS and AMOS. Findings - – The study reveals that E-S-QUAL as developed by Parasuramanet al.(2005) is valid for measuring e-SQ in the context of Indian online shopping. The study proves that there is a significant impact of perceived e-SQ on perceived service value. Further, perceived service value mediates the relationship between e-SQ and customer satisfaction. Originality/value - – The study helps the online service providers/e-commerce industry to understand e-shoppers’ perception and e-SQ in India. Also, it can contribute to formulating the best e-marketing strategies by which to tap into the e-shopping market in India.

Suggested Citation

  • Suresh Kandulapati & Raja Shekhar Bellamkonda, 2014. "E-service quality: a study of online shoppers in India," American Journal of Business, Emerald Group Publishing Limited, vol. 29(2), pages 178-188, May.
    • Handle: RePEc:eme:ajbpps:v:29:y:2014:i:2:p:178-188
    DOI: 10.1108/AJB-05-2013-0030
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    Citations

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    Cited by:

    1. Avadhut Arun Patwardhan & Neeraj Pandey, 2021. "Analyzing Role of E-SERVQUAL Constructs for Post-pandemic Recovery of Indian Taxi Aggregator Services," International Journal of Global Business and Competitiveness, Springer, vol. 16(1), pages 89-102, December.
    2. Urvashi Tandon & Amit Mittal & Sridhar Manohar, 2021. "Examining the impact of intangible product features and e-commerce institutional mechanics on consumer trust and repurchase intention," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(4), pages 945-964, December.
    3. Urvashi Tandon & Ravi Kiran & Ash N. Sah, 2018. "The influence of website functionality, drivers and perceived risk on customer satisfaction in online shopping: an emerging economy case," Information Systems and e-Business Management, Springer, vol. 16(1), pages 57-91, February.
    4. Suhail Ahmad Bhat & Mushtaq Ahmad Darzi, 2020. "Online Service Quality Determinants and E-trust in Internet Shopping: A Psychometric Approach," Vikalpa: The Journal for Decision Makers, , vol. 45(4), pages 207-222, December.
    5. Urvashi Tandon & Ravi Kiran & Ash N. Sah, 0. "The influence of website functionality, drivers and perceived risk on customer satisfaction in online shopping: an emerging economy case," Information Systems and e-Business Management, Springer, vol. 0, pages 1-35.
    6. Subhajit Bhattacharya & Vijeta Anand, 2021. "What Makes the Indian Youths to Engage with Online Retail Brands: An Empirical Study," Global Business Review, International Management Institute, vol. 22(6), pages 1507-1529, December.
    7. Urvashi Tandon, 2021. "Predictors of online shopping in India: an empirical investigation," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(1), pages 65-79, March.
    8. Vivek Agrawal & Nitin Seth & Jitendra Kumar Dixit, 2022. "A combined AHP–TOPSIS–DEMATEL approach for evaluating success factors of e-service quality: an experience from Indian banking industry," Electronic Commerce Research, Springer, vol. 22(3), pages 715-747, September.

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