A STUDY ON ONLINE BUYING BEHAVIOUR AND CUSTOMER SATISFACTION WITH SPECIAL REFERENCE TO NORTH GUJARAT

Abstract

This research paper is based on the topic of the impact of online shopping on improvising the Customer satisfaction in the retail company. Nowadays, people cannot think about their life without online shopping. Online shopping is a unique process of shopping by which people can purchase the products within a very short time. Online shopping is very convenient, and it is one of the biggest parts of any business. This convenience quality of online shopping makes the customers more comfortable. The customers can avoid waiting for a long time in the queue due to the facility of online shopping. The companies maintain customer satisfaction by seeking the feedback of the customers asking some questions to the customers and analyzing the online comments. Based on these comments the company can bring some changes and innovation in their performances which help in satisfying the customers. Thus, it can be stated that online shopping can improve customer satisfaction in the retail company in this way. Online shopping has brought great success in the business of retail companies. If the customers do not like any particular brand' product then they can go for another option without wasting any time. The purchased products are also delivered to the customers' door by the company and it is one of the biggest facilities of online shopping. Thus, it can be stated that online shopping imparts a great impact on customer engagement and improvement of customer satisfaction as well. The focus of this research paper is to identify the impact of online shopping on the retail business. Apart from this aim, the research paper also has some other aims which such are as to determine the customers’ satisfaction towards the products as well as services of the retail companies. The research study also aimed at identifying the impact of online shopping on the improvement of customers’’ satisfaction in the retail companies. The main objective of this research study is to explore & investigate consumer perception towards online shopping in North Gujarat Region. The present research paper has used Non – Probability Convenience Sampling Method to study the consumer preferences towards online shopping. The data was collected through Well – Structured Questionnaire. The results show that attitudes toward online shopping and intention to shop online were affected by lack of human resources, such as low level of experience in using the Internet and shopping websites for shopping, lack of developed IT infrastructure, trust in e-retailers, and online payment and delivery service concerns.