Customer satisfaction and competitiveness in the Chinese E-retailing: structural equation modeling (SEM) approach to identify the role of quality factorsTools Subramanian, Nachiappan, Gunasekaran, Angappa, Yu, Jie, Cheng, Jiang and Ning, Kun (2014) Customer satisfaction and competitiveness in the Chinese E-retailing: structural equation modeling (SEM) approach to identify the role of quality factors. Expert Systems with Applications, 41 (1). pp. 69-80. ISSN 0957-4174
AbstractThis paper attempts to study the impact of customer satisfaction and the Chinese electronic retailers (E-retailers) competitiveness using quality factors. Two conceptual models based on asset-process-performance (APP) competitive theoretical framework have been proposed. The proposed models include E-retailers strategic factors such as logistics, quality and customer satisfaction equivalent to asset, process and performance entities of the APP framework. Using an empirical survey from a young population, this study, with the support of structural equation modeling (SEM) identifies reliability in service quality and purchasing experience in e-service quality as dominant customer satisfaction factors. This study uses both exploratory and confirmatory factor analysis and suggests that to be competitive Chinese E-retailers have to focus more on the delivery of products (logistics) compared to other intangible service quality factors. On theoretical front, this study is a novel attempt to validate the APP framework for E-retailers’ competitiveness. On the practical front, the outcome of the study would be highly beneficial to the Chinese E-retailers to fine tune their strategy to satisfy the growing demand. Furthermore, this study can supplement government policy makers to regulate the growing volatile market.
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