FACTOR ANALYSIS AND REGRESSION MODELLING OF E-COMMERCE EXPERIENCE FROM ORDER TO DELIVERY IN QATAR

Abstract

The use of e- Commerce platforms has emerged as a key stimulant for purchase of goods and acquisition of services in the recent years around the globe. The main purpose of this study is to understand the critical dimensions of service quality in online setting which can have a reasonable impact on overall satisfaction or experience among consumers in Qatar. This study empirically examines the role of service qualities in overall satisfaction and the impact of gender, culture towards the dimensions of service quality. Using the survey data, from online customers this study explores the factors affecting service quality are interface quality, support service quality, product quality and logistics quality. The factors recognized from literature review has been rechecked for internal reliability and structure using exploratory factor analysis. Then the research furthermore investigates the effect of these service quality factors on overall satisfaction using ordinal logistic regression. Results indicate that all these factors are crucial for overall experience in e-Commerce industry and except some measures such as navigation, aesthetics and product packaging are not supporting the factors to attain overall satisfaction. Future research shall be focused to verify the local websites in the GCC region to improve the measurement model for overall satisfaction.