Shopping Convenience:A Case of Online Retailing

This study examined the relative effects of dimensions of shopping convenience on customer satisfaction in Indian online retail context. First order Structural Equation Modeling (SEM) was used in order to test the relationships among study constructs with the help of 227 sample elements. The study results confirmed the access convenience (β = 0.441, p = 0.002) as most important shopping convenience dimension to ascertain customer satisfaction followed by search (β = 0.424, p <0.000), transaction (β = 0.379, p = 0.007 and possession (β = 0.279, p = 0.023). Whereas evaluation convenience (β = 0.217, p = 0.034) proved to be least important shopping convenience dimension in order to ascertain customer satisfaction. The findings of the study would help managers in better understanding of shopping convenience as perceived by customers and subsequently designing customized marketing mix for better return on efforts. In addition, it will also help marketing researchers in developing the better understanding of shopping convenience concept in online retail context.