Examining the impact of E-supply chain on service quality and customer satisfaction: a case study

Purpose The purposes of this study are to introduce the concept of service quality (SQ) in E-Supply chain management (E-SCM) and its impact on increasing customer satisfaction (CS) and provide insightful enhancements to the literature. In addition, the paper also examines the influence of SQ of E-SCM on CS in online shopping. Design/methodology/approach After a comprehensive literature review, four key factors for measuring the E-Supply chain (process control, interaction with supplier, management support and focus on customers), four key factors for measuring CS (informing customers, attention to customers’ needs, staff performance accuracy and easy access to services) and four factors for measuring the quality of identification services (assurance, accountability, tangibility and reliability) were selected. The proposed conceptual model was then presented. This model was validated by data collected through a survey of 150 respondents to identify CS, including that of customers of online websites in Iran. The sample data was analyzed using SPSS21, after which the interrelationships between the model and factors were examined based on the partial least square-structural. Model fit indices were then calculated for the data set. The proposed model was validated by using factor analysis and structural equation modeling techniques. Findings The results indicated that E-SCM has a direct impact on CS. The effect of SQ was also confirmed. A positive and significant relationship was identified between E-SCM and CS, E-SCM and SQ, as well as SQ and CS (P> 0.05). Research limitations/implications The first limitation was to convince respondents to cooperate with the researchers. The second one was the lack of research-related background due to the subject being relatively new. Originality/value This study, to the best of the authors’ knowledge, is the first empirical analysis on the CS assessment of SQ of E-Supply Chain in online shopping. This important link to online shopping has rarely been explored. It is expected that by filling this gap, this study will help in strengthening online shopping, which needs a change in the marketing area.