Service Quality Dimensions and Customer Satisfaction in Online Shopping: A Customer’s Perspective

Abstract

With the expansion of e-commerce, E-Service Quality is becoming increasingly important. The study aims to investigate the relationship between e-service quality dimensions and customer satisfaction in B2C online shopping in Pakistan emphasizing the customer’s perspective. A total of five dimensions of e-service quality have been tested with endogenous variable i.e. customer satisfaction. Using a quantitative research strategy, data from 225 participants was collected using online questionnaires where 88% of the respondents already had the experience of online shopping that made a valid sample of 199. Smart PLS was used to conduct the data analysis. Following reliability and validity analysis, out of all five dimensions, reliability showed the strongest path coefficient of 0.323. Results also show that all the five hypotheses were supported except for responsiveness. As far as implications of the study are concerned, online shopping stores should devote valuable resource to enhance the significant e-service quality attributes that are emphasized by this study. Moreover, E-Services are becoming increasingly important in B2C e-commerce for improving customer relations and increasing sales and developing countries are of no exception to it. Lastly, as the study is conducted in Pakistani context, generalizability to other countries particularly outside South Asia may be limited due to difference in customers’ shopping behaviours and attitudes.