Customer Contentment in E-retailing of Millennial Generation in Chennai City

Abstract

E- Retailing is a commercial transaction wherein exchange of goods and services are taking place through the internet with the assistance of electronic gadgets such as Mobile phones, Tablets, Laptops, Desk top Computers, Automated vending machines, Kiosk Machines, etc. The advancement of digital technology has transformed the „Baby Boomers” to “Digital Natives” who are well acquainted with the electronic widgets/doodads to get ready themselves for e-Retailing transactions. E- retailing is a modern commercial platform that provides enormous variety of commodities with varied offers, discounts and features blended with flexible payment modes. A Customer is said to be well contented when they realize their expectations are almost fulfilled right from ordering the products till they ultimately consumed leading to Customer Satisfaction. This research paper makes an attempt to understand the behavioral pattern of the millennia‟s and the challenges it creates for Online retail organizations. A principal data is generated by serving a structured questionnaire to a random sample of 100 online buyers in Chennai City to identify their buying behaviour for describing the level of satisfaction of E- retailing business. With the help of Statistical analysis using the tools such as ANOVA, Chi-Square and Factor study it has been revealed that millennials are tapping the recent technological improvements in e-retailing business to augment their fulfilment and well influenced by the Socio-Economic variables for maximizing the Overall Satisfaction.