Shoppers perception satisfaction and loyalty towards online buying A study with reference to National Capital Region

Abstract

E-Commerce Industry is multiplying multifolds. The shoppers are exhibiting their inclinations towards the online shopping platform and the benefits provided by the platform. Hence, indicating a paradigm shift from brick to click market. On the other hand, competition in e-commerce industry is also increasing. Hence, a need is generated to understand the customer in terms of demographics, perception, satisfaction so that loyalty can be generated. The study attempts to analyze the demographic profile and e-purchase frequency along with assessing e-satisfaction, e-loyalty and the relationship between the three constructs i.e. e-perception, e-satisfaction, e-loyalty. The study is based on National Capital Region with a sample size of 500 e-shoppers . The study was analyzed using SPSS 21.0 and hypothesis were tested using Chi-Square and Pearson Correlation Test. The results intended a strong correlation between e-satisfaction, e-perception and e-loyalty. Also, the result indicates that Gender, Monthly Income and Education have impact on e-purchase frequency whereas age and marital status doesn t have any impact on e-purchase frequency. The study also found average satisfaction and loyalty amongst e-shoppers. newline