Informatics Publishing Limited

Bodh Raj Sharma ¹, Saransh Gupta ², Ankit Sharma ², Nitika Sharma ³

Affiliations
1 Department of Commerce, University of Jammu, Jammu & Kashmir, IN
2 NIT, Srinagar, Jammu & Kashmir, IN
3 ICCCR and HRM, University of Jammu, Jammu & Kashmir, IN

Abstract

The study empirically explores the gender-wise differences in perception regarding customer satisfaction in online shopping. The data were collected from 200 respondents who shopped online, contacted through purposive sampling. The respondents were contacted both physically as well as through e-mails, social media like Facebook, Whats app etc. The results depict that e-customers seem to receive detailed information from the website/application about their orders and the e-store protects their information. As far as inventory, prices, quality of products, return/cancellation policy, visual interface of website/application, and browsing experience are concerned, scores for males turned out to be higher than females. On the other hand, females seemed more satisfied as far as lucrative offers, variety of products, payment options; website and advertisement customisation is concerned.

Keywords

Gender, Diversity, E-Tailing, Social Media, Online Shopping.

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Bodh Raj Sharma ¹, Saransh Gupta ², Ankit Sharma ²

Affiliations
1 Department of Commerce, University of Jammu, Jammu & Kashmir, IN
2 NIT, Srinagar, Jammu & Kashmir, IN

Abstract

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.

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