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Multigroup Moderation on Customer Service Satisfaction:Case of Online Retailing


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1 Shaheed Bhagat Singh College, University of Delhi, New Delhi., India
     

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To understand the factors that influence the online shopping, retailers need to observe the behavior of the shoppers in various contexts. It enables them to target their most valuable prospects more effectively. Earlier research shows that customer’s characteristics play key role in deciding the threshold level for the customer satisfaction and repurchase rate. Moreover, in the scenario when businesses have the option to sell their products through aggregator, other than having their own website, it becomes imperative for the vendors to understand about the preferences of potential online buyers in terms of choice of aggregator too. In this backdrop, present study is an endeavor to study the moderating role of gender and choice of aggregator on the relationship of dimensions of service quality and customer satisfaction. For the study 240 respondents were chosen through convenience sampling from Delhi NCR region. A hybrid scale using the statements of previously designed standardized questionnaires was used to capture the responses. Results show that no significant moderating effect of gender and choice of aggregator found on the relationships of dimensions of e-service quality and customer satisfaction.

Keywords

Aggregator, Gender, Moderation, Online Retailers, E-Service Quality.
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  • Multigroup Moderation on Customer Service Satisfaction:Case of Online Retailing

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Authors

Pooja Goel
Shaheed Bhagat Singh College, University of Delhi, New Delhi., India

Abstract


To understand the factors that influence the online shopping, retailers need to observe the behavior of the shoppers in various contexts. It enables them to target their most valuable prospects more effectively. Earlier research shows that customer’s characteristics play key role in deciding the threshold level for the customer satisfaction and repurchase rate. Moreover, in the scenario when businesses have the option to sell their products through aggregator, other than having their own website, it becomes imperative for the vendors to understand about the preferences of potential online buyers in terms of choice of aggregator too. In this backdrop, present study is an endeavor to study the moderating role of gender and choice of aggregator on the relationship of dimensions of service quality and customer satisfaction. For the study 240 respondents were chosen through convenience sampling from Delhi NCR region. A hybrid scale using the statements of previously designed standardized questionnaires was used to capture the responses. Results show that no significant moderating effect of gender and choice of aggregator found on the relationships of dimensions of e-service quality and customer satisfaction.

Keywords


Aggregator, Gender, Moderation, Online Retailers, E-Service Quality.

References