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Different stages of the e-service delivery system process: belief–attitude–intention framework

Piyush Gupta (Department of Operations Management, Indian Institute of Management Ranchi, Ranchi, India) (Department of Operations Management, Fortune Institute of International Business, New Delhi, India)
Amit Sachan (Department of Operations Management, Indian Institute of Management Ranchi, Ranchi, India)
Rajiv Kumar (Department of Information Systems, Amrita School of Business, Coimbatore, India)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 12 May 2020

Issue publication date: 25 June 2020

1213

Abstract

Purpose

Based on social science theories of customer's action such as theory of planned behaviour, theory of reasoned action, and technology acceptance model, this paper adopts belief–attitude–intention model to study impact of perceived process-belief of different stages of e-service delivery system process (e-SDSP), i.e., searching process belief (SPB), agreement process belief (APB), fulfilment process belief (FPB) and after-sales service process belief (ASPB) on customer attitude and intention towards service providers. The study also focuses on the mediating effect of customer attitude on the relationship between process-beliefs of different stages of e-SDSP and their behavioural intention.

Design/methodology/approach

A quantitative method has been employed using data collected from 414 Indian e-retail customers. Structural equation modelling with bootstrap estimation is used to find the mediating effect of attitude.

Findings

The findings suggest that SPB and ASPB directly impact the customer attitude while APB and FPB directly impact the customer behavioural intention. The study also finds that customer attitude towards e-retailers fully mediates the effect of SPB and ASPB on the behavioural intention but there are no mediating effects for APB and FPB.

Research limitations/implications

The sample used may not be generalizable for India, given its huge diversity and population. As the sample considers only Indian e-retail customers, this study may lack generalizability across countries.

Originality/value

In our knowledge, this study is the first step to conceptualize the process-oriented customer's perceived belief of different stages of e-SDSP and how these beliefs impact the customers' attitude and intention towards the e-retailers. The findings offer insight to managers on how they can create and cultivate customer happiness and positive behavioural intention by enhanced customer journey throughout the e-SDSP.

Keywords

Citation

Gupta, P., Sachan, A. and Kumar, R. (2020), "Different stages of the e-service delivery system process: belief–attitude–intention framework", International Journal of Retail & Distribution Management, Vol. 48 No. 7, pp. 687-706. https://doi.org/10.1108/IJRDM-01-2019-0014

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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