AN EMPIRICAL ANALYSIS AND COMPREHENSIVE INVESTIGATION ON CUSTOMER QUALITY SATISFACTION ON ONLINE SHOPPING
DOI:
https://doi.org/10.7492/f754er14Keywords:
E-commerce, statistical analysis, online shopping, reliability, customer satisfactionAbstract
Online Shopping implies the usage of virtual technology for the acquisition of products or services. The virtual technologies used are an addition to the conventional retailing strategies and are called e-tailing, virtual, net or online advertising and marketing. Online advertising and marketing are described as “the artwork and technology of promoting merchandise and/or offerings over virtual networks, together with net and mobile phone networks. It includes the artwork of the usage of proper blend of the techniques to draw the purchasers and the technology of comparing the achievement of the techniques. Online shopping is different from traditional brick and mortar shopping as one does not have to move out to buy things. With the help of internet and laptop or mobile phone one can do shopping. So nowadays people are moving from traditional brick and mortar to click and collect purchasing mode. However, this mode of purchasing is in the progressive phase in our country and hardly any study has been done to explore the factors related to service quality, customer satisfaction and customer loyalty in online purchasing. In the present research work qualitative and quantitative research together have been adopted to extract the different factors affecting online service quality, customer satisfaction and customer loyalty and to show the association. A total of 913 questionnaires were kept for the purpose of data analysis. A non-disguised structured questionnaire has been designed containing close ended questions and questions on 5-point Likert scale for the motive of collecting data. Reliability of the scales was checked with the help of Cronbach’s Alpha, Eigen values and Bartlett’s test of Sphericity. Validity of the collected data was checked using Content validity, External validity and Correlation between summated scales.
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