This paper explores the effect of antecedents of service convenience ie. perceived ease of use, perceived usefulness, service content quality and service delivery quality on customer satisfaction in online retailer industry. A sample of 270 respondents was selected using a purposive sampling method whereby the respondents have to be Internet users to be included in the survey. Data were collected with questionnaire instruments. Model was developed and tested with structural equation model. The findings indicate that the antecedents of service convenience have a positive effect on service convenience and service convenience has a positive effect on satisfaction of customers. Implications of findings are discussed.
کلید واژگان :
service convenience, satisfaction, service content quality, service delivery quality
