Moderating effect of gender on service convenience and customer satisfaction: an empirical study of Indian e-retailers

Abstract

Purpose-The present study has been carried out to assess the effect of constructs of service convenience on customer satisfaction of the Indian online shoppers. Design/methodology/approach-The primary data was collected through a structured questionnaire. Convenience sampling has been used to choose a sample (n 5 260) of e-shoppers in India. Factor analyses (both EFA and CFA) have been done to validate different factors and its items. A conceptual model has been proposed to measure the effect of different factors of service convenience on customer satisfaction. Moreover, the perceived difference with respect to study variables has been measured. The path analysis through AMOS 22.0 has been done to test the hypotheses under study. Findings-It can be concluded that the effect of access convenience, search convenience, and order convenience have significant effects on customer satisfaction. However, evaluation convenience and logistics and reverse logistics convenience have an insignificant effect on customer satisfaction. The present study has a unique contribution in the field of service convenience to e-retailing customers. Moreover, the present study indicates that gender does not moderate the effect of convenience on customer satisfaction. Originality/value-This is one of the few papers that focuses solely on the effect of gender on service convenience and customer satisfaction. The findings will generate value with their originality and significant managerial implications for marketers, as well as future research directions for the researchers.