Measuring the results in B2C e‐commerce

Purpose – The purpose of this paper is to analyze the role and importance of results in B2C e‐commerce from the customer's perspective, together with impact on overall perceived quality and customer attitudes. Design/methodology/approach – The data base for this study was obtained from a sample of 191 individuals who had purchased on the internet and the techniques used in the statistical analysis of the data were as follows: principal components analysis, structural equations and regression analyses. Findings – Two dimensions – cost and guarantee – explain value in e‐commerce. In the data resulting from the analyses, guarantee turns out to be a more important factor with respect to overall perceived quality and consumer attitudes than cost. Research limitations/implications – If a company manages to improve its e‐commerce transaction results, this will have a favorable effect on overall perceived quality and consumer attitudes. In other words, the result is as important as the process for a successful purchase. Practical implications – The scale, integrated for the dimensions “guarantee” and “cost” should help firms to identify and improve their B2C e‐commerce results from the customer perspective. Consequently, it will have a positive effect on overall quality, disposition to repeat and disposition to recommend. Originality/value – Companies operating on the internet will find a number of suggestions in this paper on how to achieve competitive advantage through the successful management of their websites, improving results – guarantee and cost – to customers.