Share:


How to manage the online experience concerning transactional and experimental customers: case of e-fashion sector

Abstract

The online fashion and textile sector is growing in recent years, becoming one of the online sectors with the highest volume of business. However, the bibliography on e-service quality and its consequences in this sector has been underdeveloped in the last years. This paper presents a model that incorporates the direct and indirect effects of e-service quality (utilitarian and hedonic experience) on satisfaction and loyalty of two segments of customers: transactional and online experimental customers. This research focuses on six online sale platforms, and it has been tested with data on 405 regular customers. The study also develops a model that incorporates the direct and indirect effect of e-service experiences on satisfaction, positive WOM, repurchase intention and price tolerance. The findings indicate that direct and indirect effects of e-service quality on satisfaction and loyalty are different for each segment of customers. While utilitarian quality is more relevant for those customers that only search for information, hedonic quality is especially significant for experiential customers.

Keyword : E-fashion commerce, utilitarian quality, hedonic quality, e-service quality, experiences, satisfaction, loyalty

How to Cite
Castro-Lopez, A., Vazquez-Casielles, R., & Puente, J. (2019). How to manage the online experience concerning transactional and experimental customers: case of e-fashion sector. Journal of Business Economics and Management, 20(3), 595-617. https://doi.org/10.3846/jbem.2019.9860
Published in Issue
May 9, 2019
Abstract Views
1148
PDF Downloads
799
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

References

Agrawal, V., Agarwal, S., & Agrawal, A. M. (2017). Perception of employees toward e-learning service quality: exploratory factor analysis. Industrial and Commercial Training, 49(7-8), 350-356. https://doi.org/10.1108/ICT-06-2017-0042

Ahmad A., Rahman, O., Naved, M., & Khan, N. (2017). Exploring the role of website quality and hedonism in the formation of e-satisfaction and e-loyalty: Evidence from internet users in India. Journal of Research in Interactive Marketing, 11(3), 246-267. https://doi.org/10.1108/JRIM-04-2017-0022

Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modelling in practice: a review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423. https://doi.org/10.1037/0033-2909.103.3.411

Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy Marketing Science, 16(1), 74-94. http://dx.doi.org/10.1007/BF02723327

Barrutia, J. M., & Gilsanz, A. (2013). Electronic service quality and value: do consumer knowledge-related resources matter?. Journal of Service Research, 1(2), 230-246. https://doi.org/10.1177/1094670512468294

Bauer, H. H., Falk, T., & Hammerschmidt, M. (2006). eTransQual: a transaction process-based approach for capturing service quality in online shopping. Journal of Business Research, 59, 866-875. https://doi.org/10.1016/j.jbusres.2006.01.021

Borsellino, V., Zinnanti, C., Migliore, G., Di Franco, C. P., & Schimmenti, E. (2018). An exploratory analysis of website quality in the agrifood sector: The case of extra virgin olive oil. Quality Access to Success, 18(165), 132-138.

Bressolles, G. (2006). Electronic service quality: NetQual-Proposition of a measurement scale to commercial web sites and moderating affects. Research and Applications in Marketing, 21(3), 19-45. https://doi.org/10.1177/076737010602100302

Busalim, A. H., Hussin, A. C., & Iahad, N. A. (2019). Factors influencing customer engagement in social commerce websites: A systematic literature review. Journal of Theoretical and Applied Electronic Commerce Research, 14(2), 1-14. https://doi.org/10.4067/S0718-18762019000200102

Cai, S., & Jun, M. (2003). Internet users’ perceptions of online service quality: a comparison of online buyers and information searchers. Managing Service Quality, 13(6), 504-519. https://doi.org/10.1108/09604520310506568

Carlson, J., & O´Cass, A. (2010). Exploring the relationship between e-service quality, satisfaction, attitudes and behaviours in content-driven e-service web. Journal of Services Marketing, 24(2), 112-127. https://doi.org/10.1108/08876041011031091

Chen, X. Y., & Huang, Q., & Davison, R. M. (2017). The role of website quality and social capital in building buyers’ loyalty. International Journal of Information Management, 37(1), 1563-1574. https://doi.org/10.1016/j.ijinfomgt.2016.07.005

Cohen, J. (1988). Statistical power analysis for the behavioral sciences. New Jersey: Lawrence Erlbaum Associates.

Cristobal, E., Flavian, C., & Guinaliu, M. (2007). Perceived e-service quality (PeSQ): measurement validation and effects on consumer satisfaction and web site loyalty. Managing Service Quality, 17(3), 317-340. https://doi.org/10.1108/09604520710744326

Del Olmo, J. L. (2010). Marketing de la moda. Ediciones Internacionales Universitarias S.A., Madrid (in Spanish).

Dholakia, R. R., & Zhao, M. (2009). Retail web site interactivity. International Journal of Retail and Distribution Management, 37(10), 821-838. https://doi.org/10.1108/09590550910988011

Dwi, S., Ruhadi, R., Triyuni, N., & Gundur, L. (2018). Online shopping Loyalty: the role of quality, trust, value, and satisfaction. Advanced Science Letters, 24(1), 735-738. https://doi.org/10.1166/asl.2018.11803

Dziewanowska, K. (2015). Dimensions of real and virtual consumer experiences. Faculty of Management Working Paper Series, 9(4), 1-36.

Epuran, G., Gardan, I. P., Gardan D. A., & Bumbas, F. (2015). Hedonic value of clothing products, Industria Textila, 66(3), 164-168.

Etemad, R., & Ghachem, L. (2015). The impact of hedonic and utilitarian value of online avatars on e-service quality. Computers in Human Behavior, 52, 81-86. https://doi.org/10.1016/j.chb.2015.05.048

Fassnacht, M., & Koese, I. (2006). Quality of electronic services: conceptualizing and testing a hierarchical model, Journal of Service Research, 9(1), 19-37. https://doi.org/10.1177/1094670506289531

Francis, J. E., & White, L. (2002). PIRQUAL: a scale for measuring customer expectations and perceptions of quality in internet retailing. In K. Evans & L. Scheer (Eds.), Marketing educators’ conference: marketing theory and applications, 13, 263-270.

Ha, S., & Stoel, L. (2009). Customer e-shopping acceptance: Antecedents in a technology acceptance model. Journal of Business Research, 62(5), 565-557. https://doi.org/10.1016/j.jbusres.2008.06.016

Ha, Y., & Im, H. (2012). Role of web site design quality in satisfaction and word of mouth generation. Journal of Service Management, 23(1), 79-96. https://doi.org/10.1108/09564231211208989

Hair, J., Anderson, R. E., Tatham, R. L., & William, C. B. (1998). Multivariate data analysis (5th ed.). Upper Saddle River, NJ: Prentice Hall.

Holloway, B. B., & Beatty, S. E. (2008). Satisfiers and dissatisfies in the online environment: a critical incident assessment. Journal of Service Research, 10(4), 347-364. https://doi.org/10.1177/1094670508314266

Homburg, C., Jozic, D., & Kuehnl, C. (2017). Customer experience management: toward implementing and evolving marketing concept. Journal of the Academy of Marketing Science, 45, 377-401. https://doi.org/10.1007/s11747-015-0460-7

Homburg, C., Koschate, N., & Hoyer, W. D. (2005). Do satisfied customers really pay more? A study of the relationship between customer satisfaction and willingness to pay. Journal of Marketing, 69(2), 84-96. https://doi.org/10.1509/jmkg.69.2.84.60760

Iacobucci, D. (2008). Mediation analysis. London: Sage. https://doi.org/10.4135/9781412984966

Iglesias, V., & Vázquez, R. (2001). The moderating effects of exclusive dealing agreements on distributor satisfaction. Journal of Strategic Marketing, 9(3), 215-231. https://doi.org/10.1080/713775738M

Ismagilova, E., Dwivedi, Y. K., Slade, E., & Williams, M. D. (2017). Electronic Word of Mouth (eWOM) in the marketing context: A state of the art analysis and future directions. Springer Briefs in Business. Springer.

Jaccard, J., & Wan, C. K. (1996). Lisrel approaches to interaction effects in multiple regression. Thousand Oaks, CA: Sage. https://doi.org/10.4135/9781412984782

Jain, R., Aagia, J., & Bagdare, S. (2017). Customer experience: a review and research agenda. Journal of Service Theory and Practice, 27(3), 642-662. https://doi.org/10.1108/JSTP-03-2015-0064

Jaiyeoba, O. O., Chimbise, T. T., & Roberts-Lombard, M. (2018). E-service usage and satisfaction in Botswana. African Journal of Economic and Management studies, 9(1), 2-13. https://doi.org/10.1108/AJEMS-03-2017-0061

Jiang Z., Chan, J., & Tan, B. C. Y. (2010). Effects of interactivity on website involvement and purchase intention. Journal of the Association for Information Systems, 11(1), 34-59. https://doi.org/110.17705/1jais.00218

Kamalinasab, H. (2017). Studying the role of positive electrical word of mouth (EWOM) on the willingness to buy, with considering the moderating role of consumer’s personality. QUID Investigación Ciencia y Tecnología, 1, 1259-1270.

Katagal, P. R., Mutkekar, R. R., & Garag, A. G. (2018). Exploring internet banking service quality attributes and it’s impact on customer satisfaction. Pacific Business Review International, 11(3), 18-27.

Kau, A., & Loh, E. W. (2006). The effects of service recovery on consumer satisfaction: a comparison between complainants and non-complainants. Journal of Services Marketing, 20(2), 101-111. https://doi.org/10.1108/08876040610657039

Korzaan, M. L. (2003). Going with the flow: Predicting online purchase intentions. Journal of Computer Information Systems, 43(4), 25-31. https://doi.org/10.1080/08874417.2003.11647530

Lee, E. J., & Hahn, K. (2015). Tone of writing on fashion retail websites, social support, e-shopping satisfaction, and category knowledge. Clothing and Textiles Research Journal, 32(2), 143-159. https://doi.org/10.1177/0887302X15568915

Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(November), 69-96. https://doi.org/10.1509/jm.15.0420

Loiacono, E. T., Watson, R., & Goodhue, D. L. (2002). WEBQUAL: a measure of web quality. In K. Evans & L. Scheer (Eds.), Marketing educators’ conference: Marketing theory and applications, 13, 432-437.

Lush R. F., & Nambisan, S. (2015). Service innovation: a service-dominant logic perspective. Mis Quarterly, 39(1), 155-175. https://doi.org/10.25300/MISQ/2015/39.1.07

Martin, J., Mortimer, G., & Andrews, L. (2015). Re-examining online customer experience to include purchase frequency and perceived risk. Journal of Retailing and Consumer Services, 25, 81-95. https://doi.org/10.1016/j.jretconser.2015.03.008

Martinez, E., & Vázquez, A. I. (2011). Marketing de la moda. Madrid: ESIC Editorial, Ediciones Pirámide. (in Spanish).

Martinez-Costa, C., Pladevall-Viladecans, J., Mas-Machuca, M., & Marimon, F. (2018). Behavioral profiles of consumers of online travel agencies. International Journal for Quality Research, 12(3), 703-721. https://doi.org/10.18421/IJQR12.03-10

McLean, G. (2017). Investigating the online customer experience – A B2B perspective. Marketing Intelligence and Planning, 35(5), 657-672. https://doi.org/10.1108/MIP-12-2016-0222

Nambisan, P., & Watt, J. H. (2011). Managing customer experiences in online product communities. Journal of Business Research, 64(8), 889-895. https://doi.org/10.1016/j.jbusres.2010.09.006

Novak, T. P., Hoffman, D. L., & Yung, Y. F. (2000). Measuring the customer experience in online environments: A structural modelling approach. Marketing Science, 19(1), 22-42. https://doi.org/10.1287/mksc.19.1.22.15184

Parasuraman, A., Zeithaml, V., & Malhotra, A. (2005). E-S-Qual. A multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(10), 1-21. https://doi.org/10.1177/1094670504271156

Pentina, I., Amialchuk, A., & Taylor, D. G. (2011). Exploring effects of online shopping experiences on browser satisfaction and e-tail performance. International Journal of Retail and Distribution Management, 39(10), 742-758. https://doi.org/10.1108/09590551111162248

Rares, O. D. (2014). Measuring perceived service quality offline vs. online: a new PeSQ conceptual model. Procedia Economics and Finance, 15, 538-551. https://doi.org/10.1016/S2212-5671(14)00505-X

Rose, S., Clark, M., Samouel, P., & Hair, N. (2012). Online customer experience in e-retailing: an empirical model of antecedents and outcomes. Journal of Retailing, 88(2), 308-322. https://doi.org/10.1016/j.jretai.2012.03.001

Salehi, M., Salimi, M., & Haque, A. (2013). The impact of online customer experience (OCE) on service quality in Malaysia. World Applied Sciences Journal, 21(11), 1621-1631. https://doi.org/10.5829/idosi.wasj.2013.21.11.1681

Seiders, K., Voss, G. B., Godfrey, A. L., & Grewal, D. (2007). SERVCON: development and validation of a multidimensional service convenience scale. Journal of the Academy of Marketing Science, 35, 144-156. https://doi.org/10.1007/s11747-006-0001-5

Taylor, C. R., & Costello, J. P. (2017). What do we know about fashion advertising? A review of the literature and suggested research directions. Journal of Global Fashion Marketing, 8(1), 1-20. https://doi.org/10.1080/20932685.2016.1255855

Torres, J. A., & Arroyo, F. J. (2017). Building brand loyalty in e-commerce of fashion lingerie. Journal of Fashion Marketing and Management, 21(1), 103-114. https://doi.org/10.1108/JFMM-05-2016-0047

Vargo, S. L., & Lusch, R. F. (2016). Institutions and axioms: an extension and update of service-dominant logic. Journal of the Academy of Marketing Science, 44(1), 5-23. https://doi.org/10.1007/s11747-015-0456-3

Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multichannel retailing to OmniChannel retailing: introduction to the special issue on multichannel retailing. Journal of Retailing, 91(2), 174-181. https://doi.org/10.1016/j.jretai.2015.02.005

Vijay, T. S., Prashar, S., & Parsad, C. (2017). Role of shopping values and web atmospherics in e-satisfaction and repurchase intention. Journal of Internet Commerce, 16(1), 32-52. https://doi.org/10.1080/15332861.2016.1261544

Wolfinbarger, M., & Gilly, M. C. (2003). eTailQ: dimensionalizing, measuring and predicting retail quality. Journal of Retailing, 79(3), 183-198. https://doi.org/10.1016/S0022-4359(03)00034-4

Xu, X., Munson, C. L., & Zeng, S. (2017). The impact of e-service offerings on the demand of online customers. International Journal of Production Economics, 184, 231-244. https://doi.org/10.1016/j.ijpe.2016.11.012

Yang, X. Y, Zhang, X. N., Goh, S., & Anderson, C. (2017). Curvilinear effects of e-loyalty in China’s online tourism industry. Nankai Business Review International, 8(2), 174-189. https://doi.org/10.1108/NBRI-12-2016-0044

Yen, C. H., & Lu, H. P. (2008). Factors influencing online auction repurchase intention. Internet Research, 18(1), 7-25. https://doi.org/10.1108/10662240810849568

Yoo, B., & Donthu, N. (2001). Developing a scale to measure the perceived quality of an internet-shopping site (SITEQUAL). Quarterly Journal of Electronic Commerce, 2(1), 31-46.

Yoo, C. W., Kim, Y. J., & Sanders, G. L. (2015). The impact of interactivity of electronic word of mouth systems and e-quality on decision support in the context of the e-marketplace. Journal Information and Management, 52(4), 496-505. https://doi.org/10.1016/j.im.2015.03.001

Yoo, C. W., Sanders, G. L., & Moon, J. (2013). Exploring the effect of e-WOM participation on e-loyalty in e-commerce. Decision Support Systems, 55(3), 669-678. https://doi.org/10.1016/j.dss.2013.02.001

Zhang, H., Lu, Y., Gupta, S., & Zhao, L. (2014). What motivates customers to participate in social commerce? The impact of technological environments and virtual customer experiences. Information & Management, 51(8), 1017-1030. https://doi.org/10.1016/j.im.2014.07.005

Zhang, T., & Lu, C. (2018). Engaging customers in value co-creation or co-destruction online. Journal of Services Marketing, 32(1), 57-69. https://doi.org/10.1108/JSM-01-2017-0027