Customer journey and experience in multi-stage e-retail delivery system (e-RDS): a process–perception perspective

Purpose The purpose of this study is to examine how customers’ perceptions of the shopping process across a multi-stage electronic retail delivery system (e-RDS) affect overall satisfaction. This study explores the perceptions of process across four stages of e-RDS: search, agreement, fulfilment and after-sales service. This study also investigates how customers’ perception of one stage influences the subsequent stages. Design/methodology/approach The data are collected from 341 online shoppers and analysed using structural equation modelling. Findings This study suggests that customers’ perception of a particular stage in multi-stage e-RDS impacts the subsequent stages of service delivery. This study confirms that a smooth process experience at each stage has a positive impact on satisfaction and other factors, including perceived ease of use, perceived usefulness, perceived control and perceived flexibility. Interestingly, perceptions of process at the fulfilment and after-sales service stages are particularly crucial for customer satisfaction. Research limitations/implications This paper finds that it is equally important for e-retailers to enhance customer experience by focusing on process features in all four stages of e-RDS, in addition to product quality and price. Originality/value This research distinguishes itself by examining how customers’ perceptions of the e-RDS process affect overall experience. This study is one of the few studies that address the significance of process dimensions in evaluating customer experience within the e-retail customer journey. By holistically studying multi-stage e-RDS from a process perspective, this paper offers detailed insights for e-retailers. Understanding process perceptions throughout the customer journey is crucial for shaping customer experience, ultimately leading to positive evaluation of customer satisfaction.