Does service convenience matter? An empirical assessment of service quality, service convenience and exchange relationship in electronic mediated environment

This study examines, from the consumer centric perspective, how service convenience in conjunction with online service quality affect long-term relational exchange in the electronic mediated environment (EME). Service convenience is conceptualized as a second order formative construct with six convenience dimensions demonstrating the process of online service consumption. An analytical framework is developed and tested to validate a comprehensive research model of service convenience and its antecedents and consequents. Analysis of data from 772 respondents revealed that service convenience is indeed a multidimensional formative concept and contributes to long-term exchange relationship between the consumers and service providers. Implication and future research is discussed.