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Best Customer Experience in E-Retailing: A Knowledge-Based Empirical Model

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  • Tahir Iqbal

    (Imam Abdulrahman Bin Faisal University, Saudi Arabia)

Abstract

The main purpose of the research is to empirically test a model for assessing the association between outcomes as well as antecedents of online customer experience (OCE) in e-commerce websites in the case of KSA. The theoretical implications of customer online shopping behaviour have largely been discussed in the previously conducted studies however less consideration has been provided to the antecedents of e-retailing shopping and its effect on customer online shopping experience pertaining to KSA. The study has incorporated a quantitative method under which the data has been collected through primary sources using the survey. The sample of 150 respondents has been incorporated who provided their responses through a survey questionnaire. The questionnaire consisted of 13 questions and included five-point Likert scale in order to incorporate responses. The technique of analysis incorporated demographic analysis, correlation analysis and SEM model using SPSS and SmartPLS. It was identified that providing efficient online shopping experience through Tele-presence, ease of use and perceived benefit has a significant positive impact on consumer shopping experience pertaining to the shoppers of KSA.

Suggested Citation

  • Tahir Iqbal, 2020. "Best Customer Experience in E-Retailing: A Knowledge-Based Empirical Model," International Journal of Online Marketing (IJOM), IGI Global, vol. 10(2), pages 57-73, April.
    • Handle: RePEc:igg:jom000:v:10:y:2020:i:2:p:57-73
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    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJOM.2020040105
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    Cited by:

    1. Cuesta-Valiño, Pedro & Gutiérrez-Rodríguez, Pablo & Núnez-Barriopedro, Estela & García-Henche, Blanca, 2023. "Strategic orientation towards digitization to improve supermarket loyalty in an omnichannel context," Journal of Business Research, Elsevier, vol. 156(C).

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