Journal of Service Science Research

, Volume 10, Issue 2, pp 167–188 | Cite as

Service Convenience and Post-Purchase Behaviour of Online Buyers: An Empirical Study

  • Mohd Afaq Khan
  • Sablu KhanEmail author
Research Papers


The purpose of this study is to test the proposed research model for measuring the effects of service convenience on the post-purchase behaviour of the Indian consumers in e-retailing. The constructs were taken from the previous literature and were validated through confirmatory factor analysis. The structural equation modelling using AMOS 20.0 was employed to test the causation of service convenience with post-purchase behaviour such as customer satisfaction, loyalty intention, Trust etc. This study contributes the literature of service marketing by incorporating the effect of service convenience on post-purchase behaviour of the customers in e-retailing, especially in Indian context.


Service convenience Loyalty intention Satisfaction E-retailer Trust India 


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. Abeler J, Becker A, & Falk A (2014) Representative evidence on lying costs. Journal of Public Economics 113:96–104.Google Scholar
  2. Abzari M, Ghassemi RA, & Vosta LN (2014) Analysing the Effect of Social Media on Brand Attitude and Purchase Intention: The Case of Iran Khodro Company. Procedia–Social and Behavioral Sciences 143:822–826.Google Scholar
  3. Adnan A, Ahmad A, & Khan MN (2017) Examining the role of consumer lifestyles on ecological behavior among young Indian consumers. Young Consumers 18(4):348–377.Google Scholar
  4. Ahmad A, & Khan MN (2017) Developing a Website Service Quality Scale: A Confirmatory Factor Analytic Approach. Journal of Internet Commerce 16(1):104–126.Google Scholar
  5. Ahmad A, Rahman O, & Khan MN (2017) Exploring the role of website quality and hedonism in the formation of e–satisfaction and e–loyalty: Evidence from internet users in India. Journal of Research in Interactive Marketing 11(3):246–267.Google Scholar
  6. Anderson RC & Kulhavy RW (1972) Learning Concepts from Definitions. American Educational Research Journal 9(3):385.Google Scholar
  7. Bachleda C & Selmouni Y (2014) E–Satisfaction: A Moroccan Replication and Extension. Services Marketing Quarterly 35(3):270–287.Google Scholar
  8. Ball D, Simões Coelho P, & Machás A (2004) The role of communication and trust in explaining customer loyalty. European Journal of Marketing 38(9/10):1272–1293.Google Scholar
  9. Benoit S, Klose S, & Ettinger A (2017) Linking service convenience to satisfaction: dimensions and key moderators. Journal of Services Marketing 31(6):527–538.Google Scholar
  10. Berkowitz EN, Jacoby J, & Chestnut R (1978) Brand Loyalty: Measurement and Management. Journal of Marketing Research 15(4):659.Google Scholar
  11. Berry LL, Seiders K, & Grewal D (2002) Understanding Service Convenience. Journal of Marketing 66(3):1–17.Google Scholar
  12. Cheng JC, Chen CY, Yen CH, & Teng HY (2016) Building customer satisfaction with tour leaders: the roles of customer trust, justice perception, and cooperation in group package tours. Asia Pacific Journal of Tourism Research 22(4):395–407.Google Scholar
  13. Chin WW (1998) The partial least squares approach to structural equation modeling. Modern Methods for Business Research 295(2):295–336.Google Scholar
  14. Chow S & Holden R (1997) Toward an understanding of loyalty: The moderating role of trust. Journal of Managerial Issues 275–298.Google Scholar
  15. Clulow V & Reimers V (2009) How do consumers define retail centre convenience? Australasian Marketing Journal (AMJ) 17(3):125–132.Google Scholar
  16. Coser LA & Barber B (1984) The Logic and Limits of Trust. Political Science Quarterly 99(1):131.Google Scholar
  17. Dai H & Salam AF (2014) Does service convenience matter? An empirical assessment of service quality, service convenience and exchange relationship in electronic mediated environment. Electronic Markets 24(4):269–284.Google Scholar
  18. Economy Watch (2010) E-Retailing in India. Retrieved from Accessed 2018-08-06.Google Scholar
  19. Flavián C, Guinalíu M, & Gurrea R (2006) The role played by perceived usability, satisfaction and consumer trust on website loyalty. Information & Management 43(1):1–14.Google Scholar
  20. Frow P, McColl–Kennedy JR, & Payne A (2016) Co–creation practices: Their role in shaping a health care ecosystem. Industrial Marketing Management 56:24–39.Google Scholar
  21. Ganesan S & Hess R (1997) Dimensions and levels of trust: Implications for commitment to a relationship. Marketing Letters 8(4):439–448.Google Scholar
  22. Gerbing DW & Anderson JC (1988) An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment. Journal of Marketing Research 25(2):186–192.Google Scholar
  23. Griffin J & Herres RT (2002) Customer loyalty: How to earn it, how to keep it (p. 18). San Francisco, CA: Jossey–Bass.Google Scholar
  24. Güth W, Schmidt C, & Sutter M (2007) Bargaining outside the lab ? A newspaper experiment of a three–person ultimatum game. The Economic Journal 117(518):449–469.Google Scholar
  25. Gwinner KP, Gremler DD, & Bitner MJ (1998) Relational benefits in services industries: the customers’ perspective. Journal of the Academy of Marketing Science 26(2):101–14.Google Scholar
  26. Hair JF, Anderson RE, Babin BJ, & Black WC (2010) Multivariate data analysis: A global perspective. Vol. 7. Upper Saddle River, NJ: Pearson.Google Scholar
  27. Hajli MN (2014) A study of the impact of social media on consumers. International Journal of Market Research 56(3):387–404.Google Scholar
  28. Hart CW and Johnson MD (1999) Growing the trust relationship. Marketing Management 8:8–19.Google Scholar
  29. Hu L & Bentler PM (1999) Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal 6(1):1–55.Google Scholar
  30. Jacoby J & Kyner DB (1973) Brand Loyalty vs. Repeat Purchasing Behavior. Journal of Marketing Research 10(1):1–9.Google Scholar
  31. Jiang L (Alice), Yang Z, & Jun M (2013) Measuring consumer perceptions of online shopping convenience. Journal of Service Management 24(2):191–214.Google Scholar
  32. Karnik M (2016) 600 million people are now part of India’s middle class–including your local carpenter. Quartz India, India. Retrieved from Accessed 2016-08-10.Google Scholar
  33. Kassim N & Asiah Abdullah N (2010) The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e–commerce settings. Asia Pacific Journal of Marketing and Logistics 22(3):351–371.Google Scholar
  34. Khan S & Khan MA (2017) Customer Advocacy: A Strategy for Revamping E–tailers’ Services in India. In International May Conference on Strategic Management–IMKSM2016 (pp. 103–114). Bor, Serbia: University of Belgrade, Technical Faculty in Bor.Google Scholar
  35. Khan S & Khan MA (2018) Measuring service convenience of e–retailers: an exploratory study in India. International Journal of Business Forecasting and Marketing Intelligence 4(3):353–367.Google Scholar
  36. Kotler P, & Keller K (2006) Marketing Management: Customer value, customer satisfaction and customer loyalty. Upper Saddle River, New Jersey.Google Scholar
  37. Liljander V, Van Riel ACR, & Pura M (2002) Customer satisfaction with e–services: The case of an online recruitment portal. Electronic Services 407–432. doi:10.1007/978–3–8349–4418–4_17.Google Scholar
  38. Lu Y, Zhao L, & Wang B (2010) From virtual community members to C2C e–commerce buyers: Trust in virtual communities and its effect on consumers’ purchase intention. Electronic Commerce Research and Applications 9(4):346–360.Google Scholar
  39. Lu L, Chang H, & Yu S (2013) Online shoppers’ perceptions of eretailers’ ethics, cultural orientation, and loyalty. Internet Research 23(1):47–68.Google Scholar
  40. Maddox RN (1981) Two–factor Theory and Consumer Satisfaction: Replication and Extension. Journal of Consumer Research 8(1):97–102.Google Scholar
  41. Marakanon L & Panjakajornsak V (2017) Perceived quality, perceived risk and customer trust affecting customer loyalty of environmentally friendly electronics products. Kasetsart Journal of Social Sciences 38(1):24–30.Google Scholar
  42. Matic M & Vojvodic K (2017) Managing online environment cues: evidence from Generation Y consumers. International Journal of Electronic Marketing and Retailing 8(1):77–90.Google Scholar
  43. Mehmood SM & Najmi A (2017) Understanding the impact of service convenience on customer satisfaction in home delivery: evidence from Pakistan. International Journal of Electronic Customer Relationship Management 11(1):23–43.Google Scholar
  44. Moorman C, Zaltman G, & Deshpande R (1992) Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations. Journal of Marketing Research 29(3):314–328.Google Scholar
  45. Mueller J, Hutter K, Fueller J, & Matzler K (2010) Virtual worlds as knowledge management platform–a practice–perspective. Information Systems Journal 21(6):479–501.Google Scholar
  46. Murphy GB & Blessinger AA (2003) Perceptions of no–name recognition business to consumer e–commerce trustworthiness: the effectiveness of potential influence tactics. The Journal of High Technology Management Research 14(1):71–92.Google Scholar
  47. Oh H & Kim K (2017) Customer satisfaction, service quality, and customer value: years 2000–2015. International Journal of Contemporary Hospitality Management 29(1):2–29.Google Scholar
  48. Oliver RL (1999) Whence Consumer Loyalty? Journal of Marketing 63:33–44.Google Scholar
  49. Pansari A & Kumar V (2016) Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science 45(3):294–311.Google Scholar
  50. Parasuraman A, Zeithaml VA, & Berry LL (1988) SERVQUAL Instrument. PsycTESTS Dataset. doi:10.1037/t09264–000.Google Scholar
  51. Pee L, Jiang J, & Klein G (2018) E–store loyalty: Longitudinal comparison of website usefulness and satisfaction. International Journal of Market Research. doi:10.1177/1470 785317752045.Google Scholar
  52. Peterson RA & Kim Y (2013) On the Relationship between Coefficient Alpha and Composite Reliability. Journal of Applied Psychology 98(1):194–8.Google Scholar
  53. Ridings CM & Gefen D (2004) Virtual Community Attraction: Why People Hang Out Online. Journal of Computer–Mediated Communication 10(1). doi:10.1111/j.1083–6101.2004.tb 00229.x.Google Scholar
  54. Roy SK, Lassar WM, & Shekhar, V (2016) Convenience and satisfaction: Mediation of fairness and quality. The Service Industries Journal 36(5–6):239–260.Google Scholar
  55. Ryu K, Han H, & Jang S (2010) Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast–casual restaurant industry. International Journal of Contemporary Hospitality Management 22(3):416–432.Google Scholar
  56. Shainesh G (2012) Editorial. Journal of Indian Business Research 4(1). doi:10.1108/jibr.2012. 41304aaa.001.Google Scholar
  57. Srinivasan SS, Anderson R, & Ponnavolu K (2002) Customer loyalty in e–commerce: an exploration of its antecedents and consequences. Journal of Retailing 78(1):41–50.Google Scholar
  58. Sun PC & Lin CM (2010) Building customer trust and loyalty: an empirical study in a retailing context. The Service Industries Journal 30(9):1439–1455.Google Scholar
  59. Swarnakar P, Kumar A, & Kumar S (2016) Why generation Y prefers online shopping: A study of young customers of India. International Journal of Business Forecasting and Marketing Intelligence 2(3):215–232.Google Scholar
  60. Szymanski DM & Hise RT (2000) E–satisfaction: an initial examination. Journal of Retailing, 76(3):309–322.Google Scholar
  61. Tseng FC, Pham TTL, Cheng TCE, & Teng, CI (2018) Enhancing customer loyalty to mobile instant messaging: Perspectives of network effect and self–determination theories. Telematics and Informatics 35(5):1133–1143.Google Scholar
  62. Woodruff RB (1997) Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science 25(2):139–153.Google Scholar
  63. Xie L, Han X, & Gong J (2008) An study on customer perceived service injustice in Chinese hospitality service. In International Conference on Service Systems and Service Management (pp. 1–6). doi:10.1109/icsssm.2008.4598450.Google Scholar
  64. Yang Z, Cai S, Zhou Z, & Zhou N (2005) Development and validation of an instrument to measure user perceived service quality of information presenting Web portals. Information & Management 42(4):575–589.Google Scholar
  65. Yoo B & Donthu N (2001) Developing and validating a multidimensional consumer–based brand equity scale. Journal of Business Research 52(1):1–14.Google Scholar
  66. Zeithaml VA, Berry LL, & Parasuraman A (1996) The behavioral consequences of service quality. The Journal of Marketing 60(2):31–46.Google Scholar
  67. Zhang M, Guo L, Hu M, & Liu W (2017) Influence of customer engagement with company social networks on stickiness: Mediating effect of customer value creation. International Journal of Information Management 37(3):229–240.Google Scholar

Copyright information

© The Society of Service Science and Springer-Verlag GmbH Germany, part of Springer Nature 2018

Authors and Affiliations

  1. 1.Department of Business Administration, Frank & Debbie Islam Management ComplexAligarh Muslim UniversityAligarhIndia

Personalised recommendations