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