Measuring Electronic Service Quality in Online Apparel Retailers

ERDOĞAN, Görkem

doi:10.17130/ijmeb.1015313

Cited by 1 publication

(2 citation statements)

References 28 publications

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“…In addition, the E-S-QUAL scale still maintains its popularity and is used in many studies to measure e-SQ with very high reliability and validity coefficients in different cultures (Akinci et al. , 2010; Ghosh, 2018; Erdoğan, 2022).…”

Section: Methodsmentioning

confidence: 99%

“…Therefore, this scale was chosen for this study since it is assumed that e-SQ measures the SQ of online shopping independently of technological developments according to current rules (Khan et al, 2019). In addition, the E-S-QUAL scale still maintains its popularity and is used in many studies to measure e-SQ with very high reliability and validity coefficients in different cultures (Akinci et al, 2010;Ghosh, 2018;Erdo gan, 2022).…”

Section: E-service Quality In Fashion Estorescapesmentioning

confidence: 99%

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The acquirements of e-service quality in fashion e-storescapes: mediating effect in an S-O-R model

Türkdemir

Ateş

2023

IJRDM

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PurposeThis study aims to determine the effects of e-service quality (e-SQ) in fashion e-storescapes (online retail store environments) on e-customer citizenship behaviour (e-CCB) and e-repurchase intention (e-RI), as well as to investigate whether e-CCB plays a mediating role in these relations.Design/methodology/approachIn line with the aim of this study, the relationships between the variables were examined by using the mediation effect analysis within the framework of a Stimulus-Organism-Response (S-O-R) model. An online survey was developed based on the scales with proven reliability and validity. The convenience sampling method on social media sites was used to collect data for analysis from 500 volunteer participants who had previously shopped online for fashion brands between 1st and 30th September 2020. The partial least squares (PLS) path analysis method was used to analyse the research model.FindingsThis study revealed that the dimensions of e-SQ, except e-efficiency and e-privacy, have positive effects on all dimensions of e-CCB. Concurrently, this study identified that the dimensions of e-CCB have positive effects on e-RI. Subsequently, the study determined that the dimensions of e-CCB played a full mediator role between the dimensions of e-SQ and e-RI.Research limitations/implicationsThe primary limitation of this study is that the study is based on the perceptions of fashion e-customers about the customers' e-tailing (online retailing) experiences, which is only reached via the convenience sampling method.Practical implicationsIn this study, the positive relationships between e-CCB and e-RI were accepted as the acquirements of e-SQ in fashion e-storescapes. In this context, the reasons for fashion customers to repurchase from an e-storescape are not only low prices and product variety, but also the exhibition of extra-role behaviours in the form of e-SQ acquirements. These implications, which will attract the attention of fashion e-tailers, may enable the e-tailers to modify the e-SQ of e-tailers' e-storescapes based on customer feedback.Originality/valueThis study is unique as the study draws on the S-O-R theory to provide insight into the stimulus effect of e-storescape e-SQ on the mediating role of e-CCB. The current study is expected to contribute to the literature by highlighting the reasons for changes in consumption attitudes, intentions and behaviours amongst customers that prefer e-tailing for fashion apparel shopping.

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Section: Methodsmentioning

confidence: 99%