Different stages of the e-service delivery system process: belief–attitude–intention framework

Piyush Gupta · Amit Sachan · Rajiv Kumar

25 citations0/0 files storedInternational Journal of Retail & Distribution Management

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty Digital Marketing and Social Media

Abstract

Purpose Based on social science theories of customer's action such as theory of planned behaviour, theory of reasoned action, and technology acceptance model, this paper adopts belief–attitude–intention model to study impact of perceived process-belief of different stages of e-service delivery system process (e-SDSP), i.e., searching process belief (SPB), agreement process belief (APB), fulfilment process belief (FPB) and after-sales service process belief (ASPB) on customer attitude and intention towards service providers. The study also focuses on the mediating effect of customer attitude on the relationship between process-beliefs of different stages of e-SDSP and their behavioural intention. Design/methodology/approach A quantitative method has been employed using data collected from 414 Indian e-retail customers. Structural equation modelling with bootstrap estimation is used to find the mediating effect of attitude. Findings The findings suggest that SPB and ASPB directly impact the customer attitude while APB and FPB directly impact the customer behavioural intention. The study also finds that customer attitude towards e-retailers fully mediates the effect of SPB and ASPB on the behavioural intention but there are no mediating effects for APB and FPB. Research limitations/implications The sample used may not be generalizable for India, given its huge diversity and population. As the sample considers only Indian e-retail customers, this study may lack generalizability across countries. Originality/value In our knowledge, this study is the first step to conceptualize the process-oriented customer's perceived belief of different stages of e-SDSP and how these beliefs impact the customers' attitude and intention towards the e-retailers. The findings offer insight to managers on how they can create and cultivate customer happiness and positive behavioural intention by enhanced customer journey throughout the e-SDSP.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1991The theory of planned behavior 1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 2004Confidence Limits for the Indirect Effect: Distribution of the Product and Resampling Methods 2016Understanding Customer Experience Throughout the Customer Journey 2004E-S-QUAL 2000Self-Service Technologies: Understanding Customer Satisfaction with Technology-Based Service Encounters

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