IIMS Journal of Management Science
  • Year: 2017
  • Volume: 8
  • Issue: 2

Utilitarian and Hedonic Value: Measuring Service Quality in Online Retailing

*Research Scholar (UGC-NET), Department of Business Administration, Aligarh Muslim University (A.M.U.), Aligarh, Uttar Pradesh, India, atobaidkhan.mba@gmail.com

**Research Scholar (UGC-JRF), Department of Business Administration, Aligarh Muslim University (A.M.U.), Aligarh, Uttar Pradesh, India, asad7babar@gmail.com

***Associate Professor, Department of Business Administration, Faculty of Management Studies and Research, Aligarh Muslim University (A.M.U.), Aligarh, Uttar Pradesh, India, mohdnavedkhan@gmail.com

JEL Classification Code: L81

Abstract

With the increasing penetration of internet and surge in e-commerce market in India, the quality of service in online retailing has become a tool for competitive advantage. Many researchers have found hedonism to play a significant role towards online buying behavior. The study explores the factors that help in measuring website service quality and the role of hedonism in the context of online retailers. For this purpose, the researchers have used the modified eTailQ scale (Ahmad et al., 2016) together with scales that help measure hedonic dimension. The present study employs tools like S.P.S.S. 20.0 and AMOS 20.0 to analyze the data through Exploratory Factor Analysis (E.F.A.) and Confirmatory Factor Analysis (C.F.A.). The findings of the study suggest a 13-item HeTailQ scale comprising three factors namely- customer service, e-privacy and web hedonism- that is better suited for Indian settings.

Keywords

Website service quality, Scale refinement, eTailQ, Confirmatory factor analysis, India