E-commerce websites, consumer order fulfillment and after-sales service satisfaction : the customer is always right, even after the shopping cart check-out!

Abstract

Purpose: This research identifies the critical factors of online service delivery of electronic commerce (ecommerce) websites, including website attractiveness, website functionality, website security and consumer fulfillment during an unprecedented Coronavirus (COVID-19) pandemic. Design/methodology/approach: A structured questionnaire was used to gather data from 430 online respondents, who were members in popular social media groups. The survey instrument relied on valid and reliable measures relating to electronic service quality (e-SERVQUAL), to better understand the participants’ satisfaction with shopping websites as well as their loyal behaviors and word-of mouth activities. Findings: The findings reported that consumers valued the e-commerce websites’ features and their consumer order fulfillment capabilities. These factors increase the consumers’ satisfaction with online shopping experiences, generate repeat business as well as positive reviews in social media. Originality: This contribution posits that e-commerce websites’ ought to be appealing, functional and offer secure transactions. More importantly, it suggests that online merchants should consistently deliver a personalized service in all stages of an online purchase, including after the delivery of the ordered products. Research implications / limitations: This study addresses a knowledge gap in academia. To date, little research has focused on the consumer order fulfillment aspect of e-commerce transactions and on the aftersales services of online businesses.