Assessing the Quality of the E-Commerce Customer Journey Using SERVPERF: An Empirical Case Study

The study demonstrates the concept of customer journey process for online shopping with a literature review that gives an overview of its history and how it evolved through time and how it is related to human behavior theories. Moreover, the study worked on analyzing this process using SERVQUAL/SERVPERF dimensions to get and discuss insights on the area of improvement between what is happening in real life and what is aspired by the customers. The sample that was examined to obtain these insights rounded up to 398 persons. The questions were generated and modified from the SERVPERF questionnaire. Finally, the study gives recommendations for business owners who already have or wish to enter an online business to assist them in providing a high quality customer journey. The Proposed customer journey consisted of five main phases starting form Exploring, Purchasing, Paying, Receiving and Evaluating. The study found that the Reliability is the most important dimension, and it appears clearly on the Exploring and Receiving phase.