Customer Satisfaction Assessment of E-Supply Chain Quality in Online Shopping: A Case Study

The purpose of this study is to examine the influence of Services Quality (SQ) of E-Supply Chain (E-SC) on customer satisfaction (CS) in online shopping. After a comprehensive review of the literature, the key factors of E-SC, CS, and SQ identification were selected. Then, the proposed conceptual model was presented. To validate this model, the data was collected through a survey of 150 respondents to diagnose customers’ satisfaction including online customers of “Digikala” online websites in Iran. The model was examined based on the partial least square-structural (PLS). Sample data was analyzed using SPSS21 and PLS. The proposed model was validated using factor analysis and structural equation modeling techniques. The results indicated that E-supply chain management(E-SCM) has a direct impact on CS. The effect of SQ is also confirmed. There is a positive and significant relationship between E-SCM and CS, E-SCM and SQ, and also, SQ and CS (P> 0.05).