Examining the impact of E-supply chain on service quality and customer satisfaction: a case study

Maryam Abdirad,Krishna Krishnan

doi:10.1108/ijqss-08-2020-0131

Abstract

PurposeThe purposes of this study are to introduce the concept of service quality (SQ) in E-Supply chain management (E-SCM) and its impact on increasing customer satisfaction (CS) and provide insightful enhancements to the literature. In addition, the paper also examines the influence of SQ of E-SCM on CS in online shopping.Design/methodology/approachAfter a comprehensive literature review, four key factors for measuring the E-Supply chain (process control, interaction with supplier, management support and focus on customers), four key factors for measuring CS (informing customers, attention to customers’ needs, staff performance accuracy and easy access to services) and four factors for measuring the quality of identification services (assurance, accountability, tangibility and reliability) were selected. The proposed conceptual model was then presented. This model was validated by data collected through a survey of 150 respondents to identify CS, including that of customers of online websites in Iran. The sample data was analyzed using SPSS21, after which the interrelationships between the model and factors were examined based on the partial least square-structural. Model fit indices were then calculated for the data set. The proposed model was validated by using factor analysis and structural equation modeling techniques.FindingsThe results indicated that E-SCM has a direct impact on CS. The effect of SQ was also confirmed. A positive and significant relationship was identified between E-SCM and CS, E-SCM and SQ, as well as SQ and CS (P> 0.05).Research limitations/implicationsThe first limitation was to convince respondents to cooperate with the researchers. The second one was the lack of research-related background due to the subject being relatively new.Originality/valueThis study, to the best of the authors’ knowledge, is the first empirical analysis on the CS assessment of SQ of E-Supply Chain in online shopping. This important link to online shopping has rarely been explored. It is expected that by filling this gap, this study will help in strengthening online shopping, which needs a change in the marketing area.

Highlights

With the growth and development of information technology, supply chain management, along with other industries, has been affected and has seen significant growth in areas from traditional supply chain to E-SCM (Electronic Commerce Supply Chain Management, ecommerce supply chain management)
E-SCM refers to the management in all the processes in the entire supply chain, such as planning and forecasting, procurement, inventory, production, logistics, sales and information and other resources as well as customer satisfaction, which is achieved by means of e-commerce/information technology
In this paper, we examine customer satisfaction with supply chain management in online shopping through their perception and evaluation of service quality

Summary

Introduction

With the growth and development of information technology, supply chain management, along with other industries, has been affected and has seen significant growth in areas from traditional supply chain to E-SCM (Electronic Commerce Supply Chain Management, ecommerce supply chain management). Poor service quality leads to loss of reputation, reduced customer satisfaction, reduced customer loyalty, poor supply chain performance, and reduced profits. Sundaram et al in their study tested the conceptual framework of customer perception on service quality online business and its impact on satisfaction and loyalty through e-commerce business (Sundaram, Ramkumar, and Shankar 2017). Role of Services Quality in E-supply Chain Management As pointed out in the last subsection, creating a high level of SQ brings CS and loyalty, leading to increased market share and profitability. Conceptual Model and Hypothesis According to the literature review and research gap, we developed a theoretical model, as visualized, that considers the direct and indirect effects of E-supply chain over service doi:10.20944/preprints202009.0181.v1 quality and customer satisfaction as well as the effect of service quality over customer satisfaction. The main variables of this research include service quality, customer satisfaction and supply chain in online-shopping

Content validity

Structure validity

Reliability

Results and Discussion