E-service quality, consumer satisfaction and future purchase intentions in e-retail

There has been dramatic increase in online consumer base throughout the World and technology adoption by masses has fueled the success of e-commerce players. One of the fastest growing segments of e-commerce is online retail. E-retailers are deploying large chunks of their investments to build and hold their positions in the competitive markets. Therefore service quality and factors' affecting online buying behavior has become conspicuous field of study. This paper examines the above mentioned topic in Indian e-retail context. With an aim to understand associations between service quality, consumer satisfaction and future purchase intentions, web survey has been applied to 308 respondents, who have made at least one online purchase in past six months from any of the four most popular e-retailers in India. Relationship has been found between online service quality and future purchase intentions; furthermore this study confirmed that online consumer satisfaction act as mediator between online service quality and future purchase intentions.