A STUDY ON SERVICE QUALITY, SATISFACTION AND LOYALTY OF CONSUMERS TOWARDS E-COMMERCE

SG Yogesh, Dr. D. Sudharani Ravindran

Abstract


With the speedy growth of e-commerce, business organizations are making attempt to attain a competitive advantage through e-commerce to act together with consumers and they realize that the success of their business operations are highly depending on e-service quality. Superior e-service quality helps retailers to attract more number of consumers and make them highly satisfied and loyal. Significant difference exits among service quality of e-commerce and profile of consumers. Significant difference exits among satisfaction towards e-commerce and profile of consumers. Significant difference exits among loyalty towards e-commerce and profile of consumers.  Service quality, satisfaction and loyalty of consumers towards e-commerce are positively, significantly and moderately interrelated. To improve service quality, providers of e-commerce should give facilities to consumers for controlling their purchases and they must provide efficient protection mechanisms to avoid hacking and modification of information of consumers in e-commerce platforms. E-commerce providers should have best return policies and cancellation of orders by consumers and they must give complete information about products and services. To enhance satisfaction of consumers, providers of e-commerce should protect personal information of consumes.


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ISSN : 2251-1547