This study investigates how buyers evaluate an e-tailer’s delivery performance. The authors first develop an integrated conceptual framework that focuses on the e-tailer attributes. Buyer characteristics are also considered as covariates to control for heterogeneity. Then, the authors estimate an empirical model using the latent class technique. The estimation results show that if one is satisfied with the e-tailer’s product price, one is likely to have a more positive evaluation of its delivery fulfillment. Another factor with a significant impact is the e-tailer’s order-tracking system. The authors also find that e-tailers with a positive inventory policy receive significantly more positive evaluations from about 15% of the buyers. An integrated hybrid e-tailer also receives significantly more positive evaluations from about 15% of the buyers. Managerial implications are provided.
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