A COMPARATIVE STUDY OF CUSTOMER SATISFACTION OF MYNTRA AND AJIO
European Journal of Molecular & Clinical Medicine,
2020, Volume 7, Issue 8, Pages 5820-5828
Abstract- With the rapid growth of e-commerce in India, the country is the biggest e-commerce markets in the world. The paper seeks to analyze the level of customer satisfaction with India’s e-commerce system. For both clients and organizations, satisfaction is essential. Satisfaction is a conception that is subjective and often difficult to access. It depends on several variables and varies from individual to individual and product to product. The value of customer satisfaction in designing solutions for customers and market orientation cannot be ignored. Nowadays, it has become very important for each and every organization to enhance the level of customer satisfaction. The overall study reveals that the E-Commerce customers are mostly satisfied with price, delivery safety, returns and refunds, quality of product, authenticity of brand, after sale service (customer support) and e-commerce service quality and perceived value. In addition to this, the perceived value was affected by the expectations of customer and the quality of e-commerce services, whereas the quality of e-commerce service was affected by expectations of customers.
Keywords: Customer, Customer satisfaction, Consumer, E commerce, online purchase, online transactions, reliability, return policy, delivery, and automation.
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