Nexus between e-service quality and e-customer satisfaction through functional and hedonic values: case of online shopping in Pakistan

PurposeThe concept of online shopping has been in vogue for the past two decades and is on the rise. Even developing countries like Pakistan are using electronic platforms to buy and sell goods and services, and the trend has been increasing ever since the COVID-19 pandemic. Drawing on the expectancy-disconfirmation theory, this study aims to test the e-service quality (E-SQ) and e-customer satisfaction (ECS) linkage with the mediating roles of functional values (FVs) and hedonic values (HVs).Design/methodology/approachThe data have been collected from 298 customers of AliExpress and Daraz e-commerce platforms and analyzed using covariance-based structural equation modeling (CB-SEM).FindingsThe results of the study showed a significant positive relationship between E-SQ and ECS and indirect linkage through FVs and HVs have also been established.Practical implicationsE-commerce platforms, particularly in Pakistan, should place a strong emphasis on FVs by providing accurate product details, user-friendly navigation, transparent pricing and streamlined transactions. Customers' trust and confidence will increase if they have a smooth and effective online purchasing experience. Customer satisfaction may be influenced by regular platform functionality and usability changes.Originality/valueThe use of functional and HVs is considered to be a novel factor in testing the relationship between E-SQ and ECS.