An Empirical Study On Development Of Measurement Scale For Hypothesized Conceptual Model Of E-service Quality, Customer Satisfaction And Patronage Intention


Jyoti Kumari
Research Scholar, Department of IMCE, Shri Ramswaroop Memorial University, Lucknow, India.
Dr. Rinki Verma
Assistant Professor, Department of IMCE, Shri Ram Swaroop Memorial University, Lucknow, India.


In online retailing, measurement of service quality is very crucial. The purpose of this research paper is to throw light on key methodological aspects of available literature related development of scale for the measurement of service quality in online retailing.55 research papers sourced from the renowned databases have been gone through for finding out the gap within research methodology, administration of survey, dimensionality of online service quality constructs andalso the assessment of reliability and validity. A deep observation has been done for highlighting the constructs of online service quality and also for revealing the shortcomings in sample size,problems in item generation and its purification and deficiency in doing reliability and validity. By going through the available literature, a measurement scale for online service quality has been developed. Data has been collected through self administered questionnaire from snowball sampling from the population of online users who purchase product at least once from online stores. Analysis of data has been using SPSS. Exploratory factor analysis (EFA) has been performed for checking the reliability and validity of the developed scale. The study concludesWebsite Design, Fulfillment, Personalization, Customer Service; Rating & Reviews are the crucial factors influencing customer satisfaction and patronage intention. Through this study, a hypothesized model of the proposed study has also been given. At the end of the study futurescope and implications for mangers have been given.