Assessing mediational effects of consumer skepticism between e-service quality and online consumer satisfaction
Apoorva Kumar, Dr. Pawan Garga
The trends of online shopping in India are emerging, especially with young generation. The increase in number of service providers has led to fierce competition. In order to overcome this problem of shifting from one service provider to other it is very important to understand those factors which can help marketer to retain customer. Consumer satisfaction depends upon the quality of service provided by the marketer (e-service quality). The concept of consumer skepticism is fairly new to the studies relating to consumer behaviour in an online environment. This research paper is an attempt to understand the interplay of e-service quality, e-satisfaction and e-consumer skepticism i.e. how these constructs are interrelated. Also, this study is an attempt to find whether consumer skepticism can act as mediator or does it have a direct relationship with e-satisfaction.