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E‐services and offline fulfilment: how e‐loyalty is created

E‐services and offline fulfilment: how e‐loyalty is created Purpose – Most transactions initiated online are completed by some form of offline fulfilment, i.e. the delivery of the goods to the customer's doorstep. In previous studies, web site performance or e‐service quality was found to be an important antecedent of customer satisfaction and loyalty. In traditional settings, physical fulfilment is considered an important driver of customers’ behavioral intentions. This study models and tests the combined effects of online and offline service components on customer responses. Design/methodology/approach – This is an empirical, cross‐sectional study across four online industries. Findings – In the surveyed industries offline fulfilment appears to be at least as important as web site performance. Research limitations/implications – Further research is needed on how value and joy are created as part of the total e‐experience. Furthermore, the importance of offline fulfilment in effecting customer satisfaction and loyalty levels for different online services needs further investigation. Practical implications – Online retailers must ensure offline quality to at least the same level as online quality. Originality/value – Important insights into the absolute and relative importance of online and offline fulfilment dimensions have been generated in a broader e‐commerce context. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Managing Service Quality Emerald Publishing

E‐services and offline fulfilment: how e‐loyalty is created

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References (56)

Publisher
Emerald Publishing
Copyright
Copyright © 2005 Emerald Group Publishing Limited. All rights reserved.
ISSN
0960-4529
DOI
10.1108/09604520510585361
Publisher site
See Article on Publisher Site

Abstract

Purpose – Most transactions initiated online are completed by some form of offline fulfilment, i.e. the delivery of the goods to the customer's doorstep. In previous studies, web site performance or e‐service quality was found to be an important antecedent of customer satisfaction and loyalty. In traditional settings, physical fulfilment is considered an important driver of customers’ behavioral intentions. This study models and tests the combined effects of online and offline service components on customer responses. Design/methodology/approach – This is an empirical, cross‐sectional study across four online industries. Findings – In the surveyed industries offline fulfilment appears to be at least as important as web site performance. Research limitations/implications – Further research is needed on how value and joy are created as part of the total e‐experience. Furthermore, the importance of offline fulfilment in effecting customer satisfaction and loyalty levels for different online services needs further investigation. Practical implications – Online retailers must ensure offline quality to at least the same level as online quality. Originality/value – Important insights into the absolute and relative importance of online and offline fulfilment dimensions have been generated in a broader e‐commerce context.

Journal

Managing Service Quality – Emerald Publishing

Published: Apr 1, 2005

Keywords: Internet; Services; Quality; Loyalty schemes

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