Purchasing behaviour in an online supermarket: the applicability of E-S-QUAL

Abstract

Purpose: The purpose of this paper is twofold: (i) to assess the applicability of the four dimensions of online service quality as proposed in the E-S-QUAL scale to the setting of an online supermarket; and (ii) to propose and test a model that links these e-quality dimensions with loyalty and purchasing behaviour in the setting of an online supermarket. Design/methodology/approach: An online questionnaire is used to survey 131 customers of an online Spanish supermarket using the E-S-QUAL scale. The data are analysed by exploratory factor analysis to: (i) test the applicability of the E-S-QUAL scale to the setting of an online supermarket: and (ii) generate an extended model (including constructs for ‘perceived value’, ‘loyalty’ and ‘actual purchases’). The model is then checked by structural equation modelling (SEM). Findings: The four dimensions proposed by the E-S-QUAL scale are confirmed in the setting of an online Spanish supermarket. The influence of these various quality dimensions on perceived value, loyalty, and actual purchases are delineated. Practical implications: The study reassures online vendors that E-S-QUAL is an appropriate instrument by which to measure online service quality. The study also provides empirical evidence that high levels of e-service quality have a positive influence on purchasing behaviour. Originality/value: The study is the first to provide definitive empirical evidence of the commonly presumed linkage between the quality dimensions proposed in the E-S-QUAL scale and the constructs of loyalty and actual - not self-reported - purchase behaviour.