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Online Store Service Convenience, Customer Satisfaction and Behavioural Intentions: A Focus on Utilitarian Oriented Shoppers

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  • Mercy Mpinganjira

Abstract

The paper investigates, using transaction cost theory, the concept of service convenience and its influence on utilitarian customer satisfaction and behavioural intentions to repurchase from an online store. Data used in the analysis was collected from utilitarian oriented online shoppers from Gauteng, South Africa using a structured questionnaire. According to the findings search, evaluation, order and possession convenience were identified as unique,reliable and valid dimensions of service convenience in the context of online shopping. The four dimensions were all found to exert significant direct influence on utilitarian customers’ level of satisfaction as well as on intentions to repurchase from specific online stores. The findings further showed that service convenience can be conceptualised as a second order factor made up of all the identified four dimensions and that when conceptualised this way the explanatory power of service convenience on both customersatisfaction and repurchase intentions is greatly enhanced. Additionally, the results show thatoverall satisfaction on the relationship between service convenience and behavioural intentions to repurchase from an online store plays a significant mediating role when service convenience is considered at the dimensional level but not at the overall level. The findings in this study validate the transaction cost theory in the context of online shopping and contribute to a better understanding of the concept of service convenience and its influence on utilitarian oriented online customers. The findings have wide managerial implications on use of convenience as a source of value creation for online store managers and these have been outlined in the paper.

Suggested Citation

  • Mercy Mpinganjira, 2015. "Online Store Service Convenience, Customer Satisfaction and Behavioural Intentions: A Focus on Utilitarian Oriented Shoppers," Journal of Economics and Behavioral Studies, AMH International, vol. 7(1), pages 36-49.
    • Handle: RePEc:rnd:arjebs:v:7:y:2015:i:1:p:36-49
    DOI: 10.22610/jebs.v7i1(J).561
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    References listed on IDEAS

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    Cited by:

    1. Chang, Hsiu-Hua & Guo, Yi-Yan, 2021. "Online fraudulent returns in Taiwan: The impacts of e-retailers’ transaction ethics and consumer personality," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    2. Anuruddha Nandasena & Mihiri Wickramasinghe, 2024. "Factors Affecting Customer Satisfaction in Online Shopping in Sri Lanka," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(2), pages 2083-2109, February.
    3. Sandipan S. Sen & Aliosha Alexandrov & Subhash Jha & William C. McDowell & Emin Babakus, 2023. "Convenient = competitive? How Brick-And-Mortar Retailers can cope with Online Competition," Review of Managerial Science, Springer, vol. 17(5), pages 1615-1643, July.
    4. Munshi, M.Faris Uddin & Hussain, Hammad & Ahmed, Muneeb & Idress, Amir, 2020. "Measuring overall convenience of consumers on online shopping and their behavioral intention," MPRA Paper 104588, University Library of Munich, Germany.
    5. Christopher Agbonifoh & Edith Odia, 2020. "Shoppers’ Perception Of Retail Convenience In Online Shopping In Benin City, Nigeria," Oradea Journal of Business and Economics, University of Oradea, Faculty of Economics, vol. 5(1), pages 49-59, March.
    6. Anindita Chakraborty, 2024. "Evaluating Young Consumers’ Perception of Online Shopping Convenience," International Journal of Science and Business, IJSAB International, vol. 32(1), pages 74-86.
    7. Yahua Bi & Insin Kim, 2020. "Older Travelers’ E-Loyalty: The Roles of Service Convenience and Social Presence in Travel Websites," Sustainability, MDPI, vol. 12(1), pages 1-15, January.
    8. Duarte, Paulo & Costa e Silva, Susana & Ferreira, Margarida Bernardo, 2018. "How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 161-169.
    9. Quoc Trung Pham & Xuan Phuc Tran & Sanjay Misra & Rytis Maskeliūnas & Robertas Damaševičius, 2018. "Relationship between Convenience, Perceived Value, and Repurchase Intention in Online Shopping in Vietnam," Sustainability, MDPI, vol. 10(1), pages 1-14, January.

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