Customer’s Perceptions of E-SQ in Online Shopping Context: An Empirical Study in Mumbai (India)

Abstract

The increasing trend of internet usage in India provides an emerging prospect for online retailers. Online shopping has seen tremendous growth worldwide. In developing countries, online shopping is still in the infancy stage. The advent of electronic commerce has encouraged intensified interest in understanding the customer’s perception about online shopping. E-tailers need to understand the nature of the relationships among service quality, customer satisfaction, and their purchase behavior. If online retailers know the service quality dimensions affecting customer’s behavior then they can develop appropriate marketing strategies to convert browsers into active buyers. In this study various e-service quality dimensions of online shopping as perceived by customers are identified and confirmed their relationship with shopping behavior. The study also confirms is it the perceptions of customers are independent of their gender and marital status. It was discovered that perceptions e-service quality in online shopping context differs with respect to gender but not with respect to marital status. In this study only few e-service quality dimensions were analyzed and tested. As per the study the dimensions reliability, responsiveness, access and efficiency are having positive impact where as flexibility and ease of use are having negative impact with respect to online shopping behavior.