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Measuring service convenience of e-retailers: an exploratory study in India

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  • Sablu Khan
  • Mohd Afaq Khan

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.

Suggested Citation

  • Sablu Khan & Mohd Afaq Khan, 2018. "Measuring service convenience of e-retailers: an exploratory study in India," International Journal of Business Forecasting and Marketing Intelligence, Inderscience Enterprises Ltd, vol. 4(3), pages 353-367.
    • Handle: RePEc:ids:ijbfmi:v:4:y:2018:i:3:p:353-367
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