Service Convenience and Post Purchase Be

Journal of Service Science Research (2018) 10:167-188
DOI 10.1007/s12927-018-0006-x
Service Convenience and Post-Purchase Behaviour of Online

Buyers: An Empirical Study
Mohd Afaq Khan, Sablu Khan
Received: 30 August 2018 / Accepted: 20 October 2018 / Published: 31 December 2018

© The Society of Service Science and Springer 2018
ABSTRACT
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.
KEYWORDS
Service convenience, Loyalty intention, Satisfaction, E-retailer, Trust, India
Mohd Afaq Khan

Department of Business Administration, Frank & Debbie Islam Management Complex
Aligarh Muslim University, India
e-mail: afaq061960@gmail.com
Sablu Khan ( ), corresponding author
Department of Business Administration, Frank & Debbie Islam Management Complex
Aligarh Muslim University, India
e-mail: sablumba@gmail.com
168 Mohd Afaq Khan, Sablu Khan
1. INTRODUCTION
In India, The e-retail market is growing steadily. It attributes to the rapid penetration of
internet and improvement in IT infrastructure. Innovative marketing strategies such as cash
on delivery (COD), provisions of returning products with favourable conditions for consumer
has enhanced trust in e-retailing (The Economist 2016). Improvement in retail infrastructure
and rising of digital awareness of the people are the main drivers of e-retail growth in India
(Economy Watch 2010). E-shopping portals are also providing better convenience to
customers. In India, the increase of internet users enabled the young consumers to shop
online from last one decade. This change in consumer behaviour is generally observed among
young consumers (Swarnakar et al. 2016; Adnan et al. 2017). E-commerce sale in India was
about $16 billion in 2015 and is expected to grow 7 times by 2020 (The Economist 2016).
Customers evaluate service qualities according to their own perceptional understnding of
convenience (Xie et al. 2008). Service convenience affects value perception and commitment.
It is also an important factor in online consumer’s behaviour (Dai and Salam 2014).
Customer management has become an important task and it is required to be managed in a
profitable and sustainable manner (Pansari and Kumar 2016). There is an enhanced focus of
customers for intangible but significant dimensions service convenience. The saving of time
and effort are important factor in determining the penetration of consumers towards service
convenience (Roy et al. 2016).
In this paper, we will study the service convenience of e-retailer and impact of service
convenience on e-retailers on post-purchase behaviour of e-shoppers. Service convenience is
considered as context specific (Khan and Khan 2018; Jiang et al. 2013). Accordingly, there is
a wide research gap and enhanced scope for the study of service convenience in the e-tailing
industry about the effects of the service convenience on customer satisfaction, trust, customer
value, and loyalty intention. The main objective of this research is to assess the behavioural
impact of service convenience on the other factors related to post-purchase behaviour of the
customers in online retailing. The organisation of this research paper includes introduction,
literature review, research methodology, data analysis and findings and conclusions. The
literature of previous studies related to service convenience and other construct related to the
study has been precisely discussed. The research methodology used in this paper has been
© The Society of Service Science and Springer-Verlag GmbH Germany, part of Springer Nature
Service Convenience and Post-Purchase Behaviour of Online Buyers: An Empirical Study 169
discussed. The results of the study have been presented after proper data analysis and testing.
Finally, this paper concludes with major findings, along with implications and limitations of
the present study.
Considering the importance of service marketing, this paper makes a significant
contribution to the effect of service convenience on the consumers buying behaviour in e-
retailing perspective. The findings of present paper will help in understanding about the
importance of the relationship between service convenience and post-puchase behaviour of
the customers.
2. LITERATURE REVIEW AND HYPOTHESES DEVELOPMENT

Customer interactions are vital and beneficial for the customers and it should be
encouraged for improving the services of e-retail stores (Frow et al. 2016). The convenience
of e-shopping portal has significant effect on e-satisfaction of the customers (Bachleda and
Selmouni 2014). Service delivery in the electronic environment affects the service
convenience. It also affects customer loyalty and word-of-mouth communications (Srinivasan
et al. 2002; Dai and Salam 2014). Service convenience influences the customer satisfaction
through service quality and service fairness. So, the customers can be satisfied more if they
are offered better service convenience (Roy et al. 2016). The demand for service convenience
is much relevant to the service providers. It influences the decision of service firms to
patronise their service offerings to customers for better perception towards its services
(Benoit et al. 2017). Service convenience is related to specific actions of the firm to make the
functioning of the customers more convenient (Clulow and Reimers 2009). User-perceived
value contributes to the satisfaction of the different needs (Tseng et al. 2018). Perception of
customers about better service quality helps in maintaining a better relationship with a firm
(Dai and Salam 2014).
In the study about electronic products, the perceived service quality of e-shopping portals
via customer trust directly influences customer loyalty (Marakanon and Panjakajornsak
2017). Further, inaccessibility and lack of reliability help in the switching of the customer to
alternate service providers (Dai and Salam 2014). Customer trust plays a key role in customer
satisfaction (Cheng et al. 2016). Nowadays, home delivery of products in e-shopping is
considered as an important factor in customer satisfaction (Oh and Kim 2017). The reliable
information about the product is a key to determine the customer buying decision (Mehmood
and Najmi 2017). Globally, web features of the e-shopping portals (e.g., perceived flow,
perceived quality, and wesite design) influence the young generation while shopping from e-
shopping portals (Matic and Vojvodic 2017).
2.1 Service Convenience

Service interaction with e-retailer is affected by the service convenience. Service
convenience helps the service firms to create a favorable impression. It also plays a
significant role as a part of service delivery quality (Shainesh 2012). Service convenience
affects consumer’s perception towards the service quality which in turn has an effect on
customer value, satisfaction and customer loyalty. Online service convenience related to the
website which affects the satisfaction of consumers (Szymanski and Hise 2000). Saving of
time and effort are two parts of service convenience (Anderson and Kulhavy 1972). Service
convenience includes the time and effort perception of the consumers for using service (Berry
et al. 2002). Convenience includes the easiness in searching, accessing and transacting the
services over the internet. Service convenience influences the customer satisfaction and other
post-purchase behaviours of customers (Yoo and Donthu 2001; Liljander et al. 2002;
Srinivasan et al. 2002). Service dconvenience affects value perception and commitment. It is
an important factor in online consumer’s behaviour (Dai and Salam 2014). Quality of service
delivery in the electronic environment affects the service convenience which affects loyalty
and word-of-mouth communications (Dai and Salam 2014). Convenience affects satisfaction
through service quality and service fairness. So the customer can be satisfied more if they are
offered service convenience (Roy et al. 2016).
H1: Service convenience has statistically significant influence on customer Trust.

H2: Service convenience affects customer value significantly.
H3: Service convenience influences loyalty intention significantly.
H4: Service convenience has significant effect on customer satisfaction.
2.2 Customer Value

Customer value is a degree to which the benefit is more than the cost. The highest quality
product or service does not always provide the highest customer value since the benefit is
measured against cost. Customer value is customer’s benefits which he gets in return for what
is paid (Parasuraman et al. 1988). Customer value consists of both desired value and
perceived value. The desired value is what customers expect in a product or service
(Expected Value). Perceived value is the benefit that a customer feels from a product or
services after it was purchased (Woodruff 1997). Customer value viewed after the use of
product or services at a low level as customer’s perceived attributes of a product and at a
higher level as the emotional payoff and achievement of the goal (Woodruff 1997). Maddox
(1981) mentioned that low values reduce satisfaction, but did not lead to dissatisfaction.
Customer engagement (conscious participation, enthusiasm, and social interaction) has
become a pertinent factor in customer value creation and further customer engagement
consists of conscious participation, enthusiasm, and social interaction (Zhang et al. 2017).
H5: Customer value has a significant effect on customer satisfaction.
2.3 Trust
Trust is the measurement of the level of reliability among different parties associated with
transactions (Ganesan and Hess 1997). Trust can be defined as expectation from the
organization and the capacity of the same organization to keep its promises (Coser and
Barber 1984; Moorman et al. 1992). Trust influences the post-purchase behavior. It helps the
organization to maintain customer loyalty (Chow and Holden 1997).
Further, the customer trust has taken as an antecedent variable of organization image and
reputation. Customer trust in e-shopping context is the willingness of customers to trust an e-
commerce site (Murphy and Blessinger 2003). It was found that trust in retail stores or in
salesperson enhance customer loyalty (Sun and Lin 2010). With the rapid growth of e-
interaction on social networking sites, the customers are becoming familiar to one another
and providing a platform for discussing products and helping to build a source of trust (Lu et
al. 2010). Consumers are more interested in the feedback given by users rather than product
information by online sellers (Ridings and Gefen 2004).
Virtual environment facilitates the consumers for shopping of products and for availing the
services on internet by providing information (Mueller et al. 2010). Trust influences the
online consumers and enhances the intention to buy. Benevolence (i.e. repeated seller-buyer
relationship) and credibility (i.e. the faith of being reliable) enhances the reputation. Further,
inaccessibility and lack of reliability are the significant factors for switching of the customer
(Dai and Salam 2014). Customer trust also affects customer satisfaction (Cheng et al. 2016).
The reliable and appropriate information about the product is the key element for determining
the customers buying decision (Mehmood and Najmi 2017). Hart and Johnson (1999)
mentioned that customer trust may be precedent of customer loyalty. Trust helps in
maintaining the long term relationship with service firms by providing confidence benefit to
customers (Gwinner et al. 1998).
H6: Trust has statistically significant influence on loyalty intention.

H8: Trust has significant effect on customer satisfaction.
2.4 Customer Satisfaction

Customer satisfaction is a function of service offerings, e-interaction, and e-security.
Managing customers in a profitable and sustainable manner have become an important task
(Pansari and Kumar 2016). If e-shopping portal offers different services such as convenience
and security then these service offerings affect the customers positively. Customer
satisfaction is also an antecedent to e-loyalty and consequent of service quality of the
organization (Yang et al. 2005; Ahmad et al. 2017). The company’s reputation depends upon
the recommendation of customers (Oliver 1999; Griffin and Herres 2002). Focusing on
improvement of service quality by the firm is an attempt to satisfy the customers and these
satisfied customers become referrals, and these referrals affect customers’ decision to
purchase products (Abzari et al. 2014). E-interaction promotes the trust of customers and
their intention to buy online (Hajli 2014). In addition, encouragement of customer
interactions is vital for well being of the customers (Frow et al. 2016).
H7: Customer satisfaction by e-tailers affects loyalty intention significantly.

2.5 Loyalty Intention

Loyalty is related to the repetition of purchase from the same firm or purchasing the
same brand. The loyalty is related to both buying behavior and attitude (Jacoby and Kyner
1973; Berkowitz et al. 1978). Behavioural loyalty is related to repeat purchase which is
developed by the cognitive, affective, intentional and behavioral process. While as an
attitude loyalty is required for establishing relations with the organization (Ball et al. 2004).
Customer loyalty is the commitment to use goods or services in the future (Kotler and
Keller 2006) and intention of non-switching to other websites that offer similar service
offerings (Flavián et al. 2006). The customer loyalty has become important in the online
presence because customer can switch easily by comparing products on different e-retail
stores (Lu et al. 2013).
Consumer social interactions over internet produce online support. These interactions
promote trust and intention to buy (Hajli 2014). Customer loyalty is consequent to customer
satisfaction through the service offerings including the online convenience offered by e-
retailer. Fostering loyalty to the customers is important for e-stores survival because it results
in multiple purchases (Pee et al. 2018).
On the basis of review of litrature, conceptual model (Figure 1) has been proposed for the
further study.
Figure 1. Conceptual Framework

3. RESEARCH METHODS
On the basis of literature review of relevanvant constructs such as service convenience,
trust, loyalty intention, customer satisfaction and customer value were taken for the study.
The resercher has modified the scale items from the earlier studies for the perspective of
e-retailing industry e.g. Service convenience (Khan and Khan 2017, 2018; Jiang et al.
2013; Srinivasan et al. 2002), Trust (Marakanon and Panjakajornsak 2017), Loyalty
Intention (Zeithmal et al. 1996), Customer satisfaction (Khan and Khan 2017) and
Customer Value (Tseng et al. 2018; Khan and Khan 2017). Researcher has collected the
responses on 5-point likert scale measuring 1 for strongly disagree and 5 for strongly
agree.
3.1 Sample and Data Collection

Researcher controlled sampling was used for a close-ended, undisguised, and structured
questionnaire. The initial sample of 300 respondents from the online buyers was taken. Out of
300 respondents, 55 responses were incomplete while 10 repondents were outlier and
discarded from the further study. Finally, the sample of 235 (response rate of 78%) was fit for
further analysis for multivariate research (Hair et al. 2010). The personnel administration of
questionnaires during data collection by researchers helped the respondents in clearing the
doubts (if any) and it helped in a better quality of responses (Ahmad and Khan 2017). The
summary of respondents is given in Table 1.
In this survey, male respondents were 61 percent and female respondents were 39 percent.
In India, Men are more frequent shoppers than women because of demographic and purchase
behaviour differences (Karnik 2016; Ahmad and Khan 2017).
The sample of respondent was taken from the educated class residing in India. Educated
class along with office worker are internet savvy, and they purchase products from e-
shopping portals rather than from traditional e-retailer and are considered behavioral
representative of other class (Ahmad and Khan 2017; Abeler et al. 2014; Güth et al. 2007).
The respondents were from both urban background and rural background.
Table 1. Profile Summary
Characteristic Frequency
Less than 20 45
20-29 111
Age
30-39 43
40 and Above 40 36
Male 143
Gender
Female 92
Up to 5 58
06 to 10 49
Frequency of Online Orders
11 to 15 45
(Per Year)
16 to 20 49
21 and above 34
Flipkart 37
Amazon 44
Paytm 44
The Most Preferred E-tailer
Snapdeal 35
Myntra 24
Any other 34
Source: Prepared by Researcher.
The respondents shop from different e-retailing websites such as Amazon, Flipkart, Paytm
and other e-retailers. Thus, the sample deemed to be representative of the population of the
interest. The questionnaire items and corresponding factor loading each item has been
presented in Table 2.
Table 2. Questionnaire Items
Item Code Factor Loading

Service Convenience
It is easy to access e-retailer’s website SC1 0.658
It is easy to search products on e-retailer’s website SC2 0.703
It is easy to compare different products on its website SC3 0.672
It is easy to evaluate products on its website SC4 0.671
It is easy to transact on e-retailer’s website SC5 0.564
Trust
The e-retailer is always concerned about its customer’s
T1 0.836
well-being
I feel that the e-retailer is trustworthy T2 0.754
I have confidence in the products and services of the e-retailer T3 0.57
Loyalty Intention
The e-retailer will remain my first choice. LI1 0.795
I will continue to do purchase with e-retailer LI2 0.628
I would encourage friends and relatives to do business with
LI3 0.601
e-retailer
Satisfaction
I am satisfied with the service offered by e- retailer S1 0.746
I am satisfied with financial transactions of e-retailer S2 0.757
Considering all my experiences, I am overall satisfied with
S3 0.695
e-retailer
Customer Value
I get value for money which I paid to e-retailer CVAL1 0.829
I get more value for money compared to other e-retailer CVAL2 0.731
Source: By researcher.
4. RESULTS AND FINDINGS

Confirmatory factor analysis of the five factors was done and the item loadings on each
factor were reviewed. Measurement model was tested for model fit. All the loadings were in
acceptable range (i.e. > 0.4) (Ryu et al. 2010; Hair et al. 2010; Ahmad and Khan 2017).
Goodness-of-fit indices such as CMIN/DF = 1.501, p = .007 (i.e. p < 0.05), comparative fit
index (CFI) = 0.935, Goodness of Fit (GFI) = 0.899, root mean square error of approximation
(RMSEA) = 0.053, normed-fit index (NFI) = 0.818, indicates better model fit. The calculated
values and the recommended values (Table 3) indicate adequate model fit (Gerbing and
Anderson 1988; Hu and Bentler 1999).
Table 3. Model Fit Indices
Fit Index P CMIN/DF AGFI NFI GFI CFI RMSEA

Recommended Between 1
<0.05 <0.9 0.9 ≥0.9 >0.9 <0.07
Value* and 5
Observed Value** 0.007 1.501 0.858 0.818 0.899 0.935 0.053
*
Source: Hu and Bentler (1998), Hair et al. (2010).
**
Source: By Researcher.
To measure the validity of present study, researcher measured the convergent validity,
discriminant validity, and scale reliability. The results for scale validity are presented in
Table 4. Composite reliability (CR) of all factors was more than the 0.7, which shows
adequate scale reliabilities (Hair et al. 2010; Jiang et al. 2013; Peterson and Kim 2013). The
average variance extracted (AVE) of each dimension was more than 0.50, indicating adequate
convergent validity (Hair et al. 2010; Jiang et al. 2013). The square root of AVE for each
construct is more than inter-construct correlation signifying satisfactory discriminant validity
(Hair et al. 2010; Jiang et al. 2013; Ahmad and Khan 2017).
Table 4. Reliability and Validity
CR AVE CVALUE SC CS T LI
Customer Value (CVALUE) 0.767 0.503 0.709
Service Convenience (SC) 0.716 0.548 0.496 0.704
Customer Satisfaction (CS) 0.725 0.512 0.515 0.597 0.715
Trust (T) 0.704 0.547 0.465 0.449 0.423 0.740
Loyalty Intention (LI) 0.713 0.526 0.512 0.575 0.51 0.584 0.725
Source: Prepared by Researcher.
4.1 Path Analysis

On the basis of proposed research model, the researcher used the AMOS 20.0 for structural
equation modelling for measuring the casual effect (Figure 2) of service convenience on the
other post-purchase behaviour.
Figure 2. Path Analysis

Where, *
Indicating statistical significant at p ≤ 0.05, **
Indicating statistical significant at
p ≤ 0.00.
From the above Figure 2, it is observed that the value of R-Square for trust is 0.288
(~29%) which is influenced by service convenience while the rest 71% influenced by other
variables outside this research. The value of R-square for customer value is 0.33(33%) which
is influenced by service convenience while the rest 67% influenced by other variables. The
value of R-square for customer satisfaction is 0.39(39%) which is influenced by service
convenience and customer value while the rest of 61% influenced by other variables outside
this research. The value of R-square for loyalty intention is 0.45(45%) which is influenced by
service convenience, trust, and customer satisfaction while the rest of 55% influenced by
other variables outside this research. Also, it is concluded that the level of influence of
service convenience over trust (<= 0.33) is weak, while the influence of service convenience
on rest of the variable (> = 0.33), is classified as moderate (Chin 1998).
Table 5. Direct and Indirect Effect
Indirect
Causality Total Effect Direct Effect
Effect
Service convenience - Customer value 0.57** 0.57*
Service convenience - Trust 0.50* 0.5*
Customer value - Customer satisfaction (-0.058) (-0.058)
Trust – Loyalty Intention 0.286 0.286
Customer satisfaction - Trust 0.262 0.262
Customer satisfaction - Loyalty Intention 0.397* 0.271 0.125
Service convenience - Customer satisfaction 0.66** 0.656* 0.29
Service convenience - Loyalty Intention 0.44* 0.437 0.595
Customer value - loyalty Intention 0.074
*
Indicating that effect is significant at p ≤ 0.05. ** Indicates significance at p ≤ 0.01.
Source: By Researcher.
As given (Table 5), the direct effect of service convenience on customer value is 0.571
which is statistically significant at p ≤ 0.05. The direct effect of service convenience on
trust is 0.5 (significant at p ≤ 0.05). Also, direct effect of service convenience towards
customer satisfaction is 0.656 (significant at p ≤ 0.05). The indirect effect of service
convenience on both loyalty intention and customer satisfaction is not statistically
significant.
The results of path analysis indicate that service convenience affects on customer Trust
significantly, supporting hypothesis H1 (p = 0.00). Hypothesis H2 predicted that service
convenience will have effect on customer value. Path analysis confirmed H2 (p = 0.00).
Service convenience has a significant effect on loyalty intention, thus supporting H3 (p =
0.038). Service convenience has a significant effect on loyalty intention, so the H4 is
supported (p = 0.00). Customer value does not have a significant effect on customer
satisfaction, so the path analysis result does not support H5 (p = 0.709).Trust does not affect
significantly to loyalty intention, so the hypothesis H6 is not supported by path analysis (p =
0.069). Hypotheses H5 i.e. customer value does not have a significant effect on customer
satisfaction, is not supported (p = 0.709). Customer satisfaction have a significant effect on

loyalty intention, so the H7 is accepted (p = 0.047). But, customer satisfaction does not have
significant effect on trust, so H8 is rejected (p = 0.227).
5. DISCUSSION
The present study has been done to identify the effect of service convenience on the post-
purchase behavior of the consumer. Further, the study assessed the role of some mediating
constructs such as customer value and trust to influence the customer satisfaction and loyalty
intention of young Indian e-shoppers respectively. Accordingly, a model was proposed for
determining the relationship among service convenience and the other factors such as trust,
customer satisfaction and loyalty intention.
The confirmatory factor analysis (CFA) was used to validate the constructs namely service
convenience, trust, customer satisfaction, and loyalty intention. These constructs are affected
by the service convenience of e-retail stores. Structural Equation Modeling (SEM) was used
for path analysis of the proposed model to understand the relationship between service
convenience and post-purchase behaviour. The results of the study are in line with the
previous study in which the relationship between service convenience and loyalty and word
of mouth communication was evaluated in e-environment (Dai and Salam 2014). In the
present study, service convenience affects the customer satisfaction. This is similar to the
previous study conducted by Roy et al. (2016). Service convenience has effects on loyalty
intention, which is dissimiliar to the earlier study (Srinivasan et al. 2002).
In this study, trust does not affect loyalty intention in the e-retailing, which is dissimilar to
the results of previous studies (Chow and Holden 1997; Marakanon and Panjakajornsak
2017). Also, trust is not an antecedent variable of customer satisfaction. This is not in line
with the previous study in which trust was an antecent to the customer satisfaction (Kassim
and Asiah Abdullah 2010). It may be due to the backlash in adequate security measures by e-
retailers to the customers. Customer perceived value does not affect customer satisfaction in
present study which is dissimilar to the results of the previous study (Tseng et al. 2018). It
might be because of the customer value has been considered as the essential feature of all
services in present competetive scenario.
6. CONCLUSION AND MANAGERIAL IMPLICATIONS

It can be concluded that service convenience has substantial effects on post-purchase
behaviour such as trust, customer satisfaction and loyalty intention. The indirect effect of
service convenience on customer satisfaction and loyalty is not statistically significant.
Customer satisfaction does not lead to the loyalty intention of customers. The present study
has a unique contribution in the field of the post-purchase behaviour of the customers in the
e-retailing sector.
This study will be helpful to e-retailers providing services in India. It will help in
improving the services and in framing the strategies for making customer loyal and satisfied.
It also extends the literature with respect to uni-dimensional model of service convenience
and other post-purchase behavioural factors of the study.
6.1 Limitations and Future Research Directions

The limitation of the study is that researcher has taken only service convenience for
measuring the post-purchase behaviour. Further, the study of post-purchase behaviour has
been done in the north India. Hence, the results of this study lacks generalisation for other
regions of the world but results are still insightful in e-retailing context. Also, the researcher
has taken service convenience as an antecedent variable to measure the post-purchase
behaviour of customers.
The future reseacher can consider other variables for predicting the post-purchase
behaviour. Also, the present study can be replicated to different sectors such as e-grocery,
online apparel stores etc.

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AUTHOR BIOGRAPHIES
Mohd Afaq Khan is an assistant professor of Management at
Aligarh Muslim University an India. He holds a Doctoral degree
from Aligarh Muslim University. His research interests include areas
such as e-retailing services, e-business, and BPO/KPO services. He
published more than a 20 research papers in reputed/refereed journals
and guided PhD Scholars, eight of whom have been awarded degrees.
Sablu Khan is a Senior Research Fellow at Aligarh Muslim University

in India. He holds Master degree in business administration from
Aligarh Muslim University. His current research interests involve areas
such as service management, e-service quality, e-business, and e-
retailing. He published several research papers in reputed/refereed
journals including Int. J. Business Forecasting and Marketing
Intelligence.

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Journal of Service Science Research (2018) 10:167-188

Service Convenience and Post-Purchase Behaviour of Online

Mohd Afaq Khan, Sablu Khan

Received: 30 August 2018 / Accepted: 20 October 2018 / Published: 31 December 2018

Mohd Afaq Khan

2. LITERATURE REVIEW AND HYPOTHESES DEVELOPMENT

2.1 Service Convenience

H1: Service convenience has statistically significant influence on customer Trust.

2.2 Customer Value

H5: Customer value has a significant effect on customer satisfaction.

H6: Trust has statistically significant influence on loyalty intention.

2.4 Customer Satisfaction

H7: Customer satisfaction by e-tailers affects loyalty intention significantly.

2.5 Loyalty Intention

Figure 1. Conceptual Framework

3.1 Sample and Data Collection

Table 1. Profile Summary

Table 2. Questionnaire Items

Item Code Factor Loading

4. RESULTS AND FINDINGS

Table 3. Model Fit Indices

Fit Index P CMIN/DF AGFI NFI GFI CFI RMSEA

Table 4. Reliability and Validity

4.1 Path Analysis

Figure 2. Path Analysis

Table 5. Direct and Indirect Effect

satisfaction, is not supported (p = 0.709). Customer satisfaction have a significant effect on

6. CONCLUSION AND MANAGERIAL IMPLICATIONS

6.1 Limitations and Future Research Directions

Journal of Service Science Research (2018) 10:167-188

orientation, and loyalty. Internet Research 23(1):47-68.

hospitality service. In International Conference on Service Systems and Service

Journal of Service Science Research (2018) 10:167-188

Sablu Khan is a Senior Research Fellow at Aligarh Muslim University

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