The IUP Journal of Marketing Management
Subdimensions of Smart Servicescape: Empirical Evidence Using Confirmatory Factor Analysis

Article Details
Pub. Date : May, 2023
Product Name : The IUP Journal of Marketing Management
Product Type : Article
Product Code : IJMM060523
Author Name : Ravi Sankar Pasupuleti and Usha Seshadri
Availability : YES
Subject/Domain : Marketing
Download Format : PDF Format
No. of Pages : 18



The rapid expansion of e-commerce and rise in digital sales can be traced to a myriad of factors, including digitization of the economy and availability of low-cost Internet access. For the purpose of this study, the term "smart servicescape" is used to refer to various aspects of online physical environment. The study seeks to provide empirical evidence of the various subdimensions of smart servicescape using confirmatory factor analysis. The study shows that aesthetics, social presence, superior functionality, perceived interactivity, personalization and smart payment have valid variances and good model fits in the creation of a smart servicescape.


Online shopping environments are increasingly recognized as important places within which the association among consumers and marketers is carried out (Demangeot and Broderick, 2010). It is not unexpected, considering the enormous potential of online shopping that there is an increasing base of research aiming to determine and investigate the variables that affect consumer priorities in this newly established framework (Doherty and Ellis-Chadwick, 2010). Competition in the e-commerce industry is fierce in India. The market is crowded with both domestic and foreign firms vying for the largest market share. Several factors have contributed to the e-commerce industry's rapid growth. Digitalization of the economy and providing people with Internet at low-cost access are just a few of the elements that have played an important role in online sales upswing. India has a great deal of possibilities in digital sales because of its rising clientele of the Internet and favorable market conditions. According to Statista, e-commerce business in India was valued at around $22 bn in 2018, accelerating exponentially. This value is likely to rise to $200 bn by 2027. Another finding is that after the Covid-19 pandemic, a majority of the respondents voted in favor of permitting more e-commerce companies to supply goods in India.