Quantifying Connection: Scale Development for Measuring E-Customer Relationships

This study aims to develop a validated scale for measuring e-customer relationships, focusing on dimensions such as promotional influence, platform usability, customer service reliability, seller credibility, and price preference in e-commerce settings which provides value by providing a The value of this research lies in providing e-commerce platforms and marketers with a comprehensive, validated tool to assess factors influencing customer satisfaction and loyalty, which are crucial for sustaining competitive advantage in digital markets. The study employed an Exploratory Sequential Mixed Methods approach, beginning with qualitative interviews involving 11 frequent e-commerce users to generate scale items, followed by a quantitative survey of 1,462 respondents to validate the instrument through exploratory and confirmatory factor analyses. These respondents are from Metro Manila which was selected for its high internet penetration, widespread digital adoption, and diverse consumer base, offering a rich environment to examine digital customer behaviors. The study utilizes an Exploratory Sequential Mixed Methods approach. It begins with qualitative interviews to generate unique statements reflecting user experiences in e-commerce. These statements are then translated into Likert-scale items and quantitatively validated through exploratory and confirmatory factor analyses. A sample of e-commerce users was surveyed to test the reliability and validity of the developed scale. Findings reveal five dimensions impacting e-customer relationships: promotional influence, platform usability and efficiency, customer service reliability, online seller credibility, and online price preference. Each dimension demonstrated high internal consistency and strong factor loadings, supporting the scale’s robustness and relevance in assessing e-customer relationships. The study’s implications are significant for e-commerce platforms and digital marketers, suggesting that targeted strategies like personalized promotions, responsive customer service, intuitive platform design, credible sellers, and competitive pricing can enhance customer satisfaction and loyalty. Future research could further validate this scale across diverse cultural contexts and incorporate dynamic elements like data privacy concerns to adapt to the evolving digital landscape.