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Sharma, Bodh Raj
- Customer Satisfaction as Basis for E-Marketing Leadership (A Study Based on Marital Diversity)
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Authors
Affiliations
1 Department of Commerce, University of Jammu, Jammu & Kashmir, IN
2 NIT, Srinagar, Jammu & Kashmir, IN
1 Department of Commerce, University of Jammu, Jammu & Kashmir, IN
2 NIT, Srinagar, Jammu & Kashmir, IN
Source
International Journal on Leadership, Vol 3, No 2 (2015), Pagination: 14-19Abstract
This study highlights the role of satisfaction for building e-marketing leadership and empirically explores the differences in the customer satisfaction of online buyers. The study tries to discern how segmenting the customer based on marital status may help the online marketers for effective leadership and competitive advantage in the modern globalised market. An online survey instrument was administered to a sample of 200 online buyers from a northern city of India. The respondents were contacted both personally as well as through the emails, social media like Facebook, Whatsapp etc. The instrument comprised items related to online satisfaction along with few variables of demographic variables. The study employed purposive samplingwhich is appropriate for exploratory type of studies. The findings indicate that online shoppers are moderately satisfied from e-retailers. It is suggested that e-retailers must address issues of customers vibrantly so that customers become highly satisfied which ultimately leads to e-marketing leadership.Keywords
E-Marketing, Customer Satisfaction, Online Retailers, Customers, Online Shopping.
- Exploring Ethics in E-Marketing for Responsible Leadership
Abstract Views :353 |
PDF Views:0
Authors
Affiliations
1 Department of Commerce, University of Jammu, J&K, IN
1 Department of Commerce, University of Jammu, J&K, IN
Source
International Journal on Leadership, Vol 7, No 2 (2019), Pagination: 41-48Abstract
In the recent years, increased usage of the Internet has induced the marketers and customers for online selling and buying of products and services. E-marketing provides an opportunity to sell and purchase various brands of products having huge discounts; but at the same time, there are chances of frauds, deception, hacking, duplication, and other unethical practices in the e-marketing. This paper aims to explore the extent of customers’ perceived ethical virtues followed by the e-marketers for responsible leadership and dealing with customers. This empirical study is based upon the responses obtained from 200 customers through a questionnaire. The questionnaire comprised of demographic variables along with the Likert scale items representing the customers’ perceived ethical practices. The reliability and validity of data were duly assessed through various measures. The exploratory factor analysis summarised the variables into four factors namely security, non-deception, reliability, and privacy. The findings indicate that customers perceived e-marketers as moderately ethical and suggested for more security, privacy, and reliability through formulation of ethical codes, publicising the unethical practices of concerns by media, and proactive role of regulatory bodies in promoting ethics in e-marketing for protecting the interest of various stakeholders. It is obvious that ethical practices lead to customer satisfaction, enhanced performance, and positive word of mouth thus edifying trust, commitment, and loyalty to e-marketers. Contrary to this, unethical practices by e-marketers make the customers dissatisfied, reduce performance, and spread irresponsible leadership as well as negative word of mouth about the company, which seriously tarnish the image of the company in the eyes of all stakeholders. The study will be highly useful for researchers, practitioners, marketers, and policy makers with new insights for research and formulation of policies with regard to ethics in e-marketing.Keywords
Customers, E-marketing, Ethics, Stakeholders, Leadership.References
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