Abstract
The purpose of this study is to conceptualise and explore the strategic importance of e-retailers' service convenience. This study suggests that e-service convenience is a vital factor in the e-buyers buying behaviour. E-service convenience provides customer experience during e-shopping. The present study is done to adapt the scale developed by Jiang et al. (2013) to measure e-service convenience for the e-retailers. The findings of the present study contribute and extend theory by adapting the e-service convenience scale for e-retailers. This study has also added two new constructs (e.g., order convenience and logistics/reverse-logistics convenience) for e-service convenience in e-retailing context. The findings and the new e-service convenience scale will be helpful for e-retailers and marketers to improve its services.
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