Int. J. Business Forecasting and Marketing Intelligence, Vol. 4, No. 3, 2018 353 Copyright © 2018 Inderscience Enterprises Ltd. Measuring service convenience of e-retailers: an exploratory study in India Sablu Khan* and Mohd Afaq Khan Department of Business Administration, Faculty of Management Studies and Research, Aligarh Muslim University, Aligarh, Uttar Pradesh, 202002, India Email: sablumba@gmail.com Email: afaq061960@gmail.com *Corresponding author Abstract: The purpose of this study is to conceptualise and explore the strategic importance of e-retailers’ service convenience. This study suggests that e-service convenience is a vital factor in the e-buyers buying behaviour. E-service convenience provides customer experience during e-shopping. The present study is done to adapt the scale developed by Jiang et al. (2013) to measure e-service convenience for the e-retailers. The findings of the present study contribute and extend theory by adapting the e-service convenience scale for e-retailers. This study has also added two new constructs (e.g., order convenience and logistics/reverse-logistics convenience) for e-service convenience in e-retailing context. The findings and the new e-service convenience scale will be helpful for e-retailers and marketers to improve its services. Keywords: e-commerce; e-service convenience scale; e-retailer; e-shopping; India. Reference to this paper should be made as follows: Khan, S. and Khan, M.A. (2018) ‘Measuring service convenience of e-retailers: an exploratory study in India’, Int. J. Business Forecasting and Marketing Intelligence, Vol. 4, No. 3, pp.353–367. Biographical notes: Sablu Khan is working as a Senior Research Fellow (SRF-UGC) in the Department of Business Administration, Aligarh Muslim University, Aligarh, India. He delivered his lectures in International Marketing and Service Marketing. His areas of interest include the emerging sectors like social media marketing, e-retailing and service marketing of e-retailers. He participated in different national and international conferences in management. Mohd Afaq Khan is working as an Assistant Professor in the Department of Business Administration, Faculty of Management Studies and Research, Aligarh Muslim University, Aligarh, India. He has done his PhD in Business Administration on Overseas Marketing of Floriculture Products from the Faculty of Management Studies and Research, Aligarh Muslim University. He has been teaching International Business to the students of MBA since the last 15 years. He published more than a 20 research papers in reputed/refereed journals and guided PhD Scholars, seven of whom have been awarded degrees. His areas of interest include emerging sectors like BPO/KPO, pharmaceuticals, textiles and garments, and floriculture. He has been delivering lectures on WTO to exporters of brassware, building fittings and hardware at the National Small Industries Corporation, Aligarh.