E‐services and offline fulfilment: how e‐loyalty is created

Purpose Most transactions initiated online are completed by some form of offline fulfilment, i.e. the delivery of the goods to the customer's doorstep. In previous studies, web site performance or e‐service quality was found to be an important antecedent of customer satisfaction and loyalty. In traditional settings, physical fulfilment is considered an important driver of customers’ behavioral intentions. This study models and tests the combined effects of online and offline service components on customer responses. Design/methodology/approach This is an empirical, cross‐sectional study across four online industries. Findings In the surveyed industries offline fulfilment appears to be at least as important as web site performance. Research limitations/implications Further research is needed on how value and joy are created as part of the total e‐experience. Furthermore, the importance of offline fulfilment in effecting customer satisfaction and loyalty levels for different online services needs further investigation. Practical implications Online retailers must ensure offline quality to at least the same level as online quality. Originality/value Important insights into the absolute and relative importance of online and offline fulfilment dimensions have been generated in a broader e‐commerce context.