International Journal of Management (IJM)

Volume 11, Issue 2, February 2020, pp. 36–47, Article ID: IJM_11_02_005
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ISSN Print: 0976-6502 and ISSN Online: 0976-6510

© IAEME Publication Scopus Indexed

CUSTOMER SATISFACTION TOWARDS

ONLINE SHOPPING WITH REFERENCE TO
JALANDHAR CITY
Dr. Pratima Merugu
Assistant Professor, Gitam Institute of Management,
GITAM (Deemed to be University), Visakhapatnam, India

Dr. Vaddadi Krishna Mohan

Professor of Marketing, Department of Commerce and Management Studies,
Andhra University, Visakhapatnam, India

ABSTRACT
Purpose – A fundamental understanding of factors causing customer satisfaction
in online shopping has gained greater prominence with companies replacing their
traditional retail outlets with the online interface. Online retailing helps retailers to
serve their customers quickly and more efficiently by delivering superior customer
value. It is in this regard a fundamental understanding of factors causing customer
satisfaction in online shopping has attained greater prominence. The paper aims to
apply the modified SERVQUAL model in the context of online shopping to describe
how customers perceive online shopping quality. This empirical study mainly focuses
on examining the major factors influencing online customer satisfaction.
Design/Methodology/Approach – A survey research questionnaire of 24 items has
been applied and the data of 200 respondents were collected from customers using
online shopping service in Jalandhar city. A convenient sampling technique was used
for selecting the respondents. Statistical tools such as factor analysis cross tabulation
and frequency tables were applied to interpret the data.
Findings –To achieve the objective reliability test was conducted. The reliability
analysis shows that all dimensions are reliable. First, the study identified Ease of use,
service reliability, responsiveness, assurance, and security are the major determinants
of customer satisfaction with reference to online Shopping.
Practical Implications -The study primarily focuses on exploring the factors that
influence online customers’ satisfaction.
The study not also helps in assessing the significance of these factors in the context
of online shopping but also provides an insight for retailers on the factors affecting
customer satisfaction.

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 Dr. Pratima Merugu and Dr. Vaddadi Krishna Mohan

Originality/Value – The paper is structured to first provide a literature review to

illuminate extant research on service satisfaction in online shopping settings.
Important managerial implications and recommendations are also presented.
Keywords: Services quality, Customer satisfaction, online shopping, and online
customers.
Cite this Article: Dr. Pratima Merugu and Dr. Vaddadi Krishna Mohan, Customer
Satisfaction towards Online Shopping with Reference to Jalandhar City, International
Journal of Management (IJM), 11 (2), 2020, pp. 36–47.
http://iaeme.com/Home/issue/IJM?Volume=11&Issue=2

1. INTRODUCTION
Online Retailing (also Known as E-Retail) is q Web-Enabled interface allowing the retailer to
sell products and services directly to their Customer. With the advancement in information
technology and the growth of internet usage, the online retailing environment has undergone a
metamorphosis and today it is the most preferred mode of shopping. Online/ internet
shopping has become very popular in the areas of apparel, arts, and handicrafts, books, car
rentals, computers and electronics, cosmetics and novelties, etc. Online retailing helps
marketers to serve their customers quickly and more efficiently by offering a portfolio of
products and services. Online retailing is becoming a popular tool to attract potential
customers and retain the existing customer by delivering customer value. Furthermore, the
availability of transaction data helps the retailers to analyse and interpret their target
customers purchase behaviour. It has become the most efficient way to offer valuable
information.
It is in this regard, a fundamental understanding of factors causing customer satisfaction in
online shopping has attained greater importance. The present study examines the satisfaction
level of customers using online shopping services in Jalandhar city.

2. CUSTOMER SATISFACTION AND ONLINE SHOPPING

Customer satisfaction is increasingly recognized as the main pillar for success in the business
environment and also a key factor for the survival and growth of the retail sector in India.
Providing superior service quality enhances customer satisfaction and encourages more
participation among customers. High Service quality deliverance leads to overall customer
satisfaction. With the widespread adoption of online shopping services, an understanding of
factors leading to customer satisfaction is beneficial for business as this knowledge will drive
them to focus and further strengthen the critical areas that lead to customer satisfaction and
retention. Therefore, it is imperative for online retailers to align their strategies in response to
changing customer’s needs and developments in technology. The research is undertaken to
gain a better understanding of the service quality dimensions that affect customer’s
satisfaction when online shopping with reference to Jalandhar city.

3. REVIEW OF LITERATURE
In the literature survey, a review of earlier studies is carried out in the following paragraphs.
This review outlines a small number of focussed studies with specific reference to the theme
of the study
Pervaiz Ali, Sudha Sankaran, and Peter Stevrin [1] in their study titled online shopping’
customer satisfaction and loyalty in Norway analysed satisfaction and loyalty of the online
customers in Norway. The results of the survey reveal that the majority of Norwegians are
satisfied with online shopping and that only less than half of them stay loyal to their online

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 Customer Satisfaction towards Online Shopping with Reference to Jalandhar City

sellers. The findings of the study state that in the long run customer loyalty can only be
attained through customer satisfaction, which ca be achieved by providing detailed product
information on websites, superior customer service, quality and timely delivery of goods.
Eri, Y., Islam, M. A., and Daud, K. A. K. [2] analysed factors influencing student’s
buying intention through internet shopping in an institution of higher learning in Malaysia.
Factors such as usefulness, ease of use, compatibility, privacy, security, normative-beliefs,
and attitude that influence student’s buying intention was analysed. The study revealed that
Compatibility, usefulness, ease of use and security are important predictors toward attitude
on-line shopping adoption and usage
Mustafa [3] explored the factors influencing customer satisfaction with online shopping.
The findings of the study revealed that that user interface quality, information quality,
perceived quality and perceived privacy, the effects of website design are the major factors
influencing customer satisfaction on online shopping.
Guo X., Ling K.C., Liu M [4] examined the factors determining customer’s satisfaction
towards online shopping and identified that factors such as website design, Security,
Information Quality, Payment Method, E-Service Quality, Product Quality, Products Variety
and Delivery Services are the important determinants of customer satisfaction in online
shopping
Lai Wang Wang and Quoc Liem Le [5] examined the factors influencing online
shoppers, the study revealed that that customers’ satisfaction on their online purchase depends
on product feature satisfaction, tangibility, empathy, effectiveness, and understand ability.
Sathiya Bama and Ragaprabha [6] in the study revealed that customer’s satisfaction on
their online shopping is associated with Area of Residence, Age, Gender, Occupation and
Cost of Recent Purchase.
Muruganantham S, Nandhini S, Nivetha B and Nandhini A. [7] analysed customer
satisfaction towards online shopping in Coimbatore city. A survey method was used and the
data was collected from respondents through a structured questionnaire. The findings revealed
that factors such as offers, best prices, good products and easy of shopping were the major
factors influencing customer satisfaction.
Ganapathi S. [8] examined customers’ satisfaction towards electronic shopping in the
Tiruchirappalli district. The study was based on a questionnaire with a sample of 200
respondents. The findings of the study are analysed using simple percentage analysis, chi-
square test, and Friedman ranking test. The Findings reveal that age, gender, and educational
qualification have a significant association with customers’ level of satisfaction towards
electronic shopping. The study also concludes that 24 hours service was the first satisfaction
factor of the customers towards electronic shopping.
Lakshmanan A and V. Karthik [9] in the study examined consumer’s buying behavioural
pattern towards online shopping. The study aimed at examining the attitude of online
shoppers of the Tiruppur District towards online shopping. For the study, a structured
questionnaire was used for collecting data from respondents. The study revealed that a
maximum number of respondents of online shopping lie in an age group between 26-30 years.

3. STATEMENT OF THE PROBLEM

The explosion of the internet has revolutionized the retailing sector for evermore has more
people prefer to buy products at the comfort of their homes and offices. This sudden surge in
the number of people using online shopping services has induced several research efforts
aimed at understanding the factors leading to customer satisfaction in an online environment.
Research contributing to understanding the importance of various dimensions that online

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 Dr. Pratima Merugu and Dr. Vaddadi Krishna Mohan

shopping service quality comprises of and their impact on customer satisfaction is limited. It
is against this backdrop; the paper examines the satisfaction level of customers using online
shopping services in Jalandhar city. Hence, the present research is undertaken to examine the
online customer’s satisfaction level and identifies the problems faced by customers when
online shopping with reference to Jalandhar City.

4. SIGNIFICANCE OF THE STUDY

Customer satisfaction has been recognized as an important element that drives customer
retention and loyalty. Creating satisfied customers is difficult especially in an online
environment where the interaction between the company personnel and customer is minimal.
Customer satisfaction is critical for establishing long-term client relationships and sustaining
profitability, therefore an understanding of the factors leading to a satisfied customer is of
paramount importance. For this reason, this study examines customer satisfaction with
various service quality dimensions when online shopping.

5. RESEARCH OBJECTIVES
The primary objective of this study is to explore the factors influencing customer satisfaction
with respect to online shopping in Jalandhar city.
The Secondary Objectives are:
 To identify the preferred product categories of online shoppers
 To identify features that most appeal to customers shopping online
 To identify the problems faced by customers when shopping online
 To put forward a few recommendations in order to improve customer satisfaction for continue
usage of the online shopping service.

6. RESEARCH HYPOTHESIS
H1 : Ease of use and online customer satisfaction are independent.
H2 : Service reliability and online customer’s satisfaction are independent
H3 : Security and online customer’s satisfaction are independent
H4 : Responsiveness of online retailer and online customer’s satisfaction are independent
H5 : Assurance and online customer’s satisfaction are independent
H6 : Communication and online customer’s satisfaction are independent

7. RESEARCH DESIGN AND DATA COLLECTION METHOD

Research Design: Owing to the nature of the topic being in its emergent stage in India, the
research constituted an exploratory study and the survey method was used for the study.
Sample Technique: Convenience sampling was used whereby respondents who were easily
accessible were chosen for the study. The study is cross-sectional in nature.
Sample Size: The sample comprised 200 respondents and it was decided that respondents
chosen were over 18 years of age. The respondents Jalandhar city were covered in the study
Questionnaire
Design: The questionnaire is carefully designed to meet the requirements of the research. For
the present study, a total of 200 respondents were surveyed using a structured and pre-tested
questionnaire. The questionnaire was the first pilot tested among 30 respondents. A few minor
changes were affected by the questionnaire before the final administration. The data were
analysed using SPSS

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 Customer Satisfaction towards Online Shopping with Reference to Jalandhar City

Measurement: The questionnaire was based on the literature review. The questionnaire was
divided into two sections. The first section consisted of consisted of 24 scale items to measure
the consumers’ perceptions of online shopping service quality regarding their most recent
shopping experiences; The 24 items were related to six dimensions of online customer’s
service quality (Ease of use, reliability, responsiveness, security, Assurance, and
communication. The respondents were requested to select the response that best indicates
their experiences and perceptions on each statement, using a five-point Likert scale, where 1 –
Very Poor; 2 – Poor; 3 – Satisfactory; 4 – Good; 5 – Excellent. The second section comprised
demographic questions pertaining to age, gender, education level, occupation, and income
level.
Data Analysis: The analysis has been in conformity with the objectives of the study and the
hypotheses formulated to achieve the objectives. Collected data were first structured into
grouped frequency distributions factor analysis was applied

8. SERVICE QUALITY DIMENSIONS AND CUSTOMER

SATISFACTION
The relationship between online shopping and customer satisfaction is shown in Figure- 1.
For the study, six dimensions were used, while some have been selected and adopted other
have been abandoned for the sake of simplicity. The proposed six service dimensions selected
for the study are Ease of use, Responsiveness, Reliability, Assurance, Security and
Communication and overall performance. Some of the service quality dimensions have been
selected form the SERVQUAL model and from other service quality models available. A
total of 24 statements measure the performance across the selected six dimensions. In
examining the relative importance of service quality dimensions to overall service quality, the
six SERVQUAL dimensions were applied.

9. CONCEPTUAL FRAMEWORK FOR THE STUDY

In this study, based on a thorough review of the literature, the conceptual model was
developed depicting the dimensions of Service Quality dimensions for which customer
satisfaction was measured.

Table 1 Description of Constructs for the Proposed Model

Ease of use User-friendly software, ease of navigation
Service reliability (SR) The ability to perform the promised service dependably and accurately
Security (S) Measures to protect the confidentiality and privacy of clients, trustworthy
behaviour of employees.
Responsiveness (R) The willingness to help customers and to provide prompt service and the
firm’s readiness to provide each customer with personal care. The provision
of caring, individualized attention to customers
Assurance (A) The knowledge and courtesy of employees and their ability to convey trust
and confidence.
Communication (C) The ability of online retailers to provide information which is accurate, clear
and easy to understand for online customers

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 Dr. Pratima Merugu and Dr. Vaddadi Krishna Mohan

10. RELATION BETWEEN SERVICE QUALITY AND ONLINE

CUSTOMER SATISFACTION

Ease of Use H1

Service Reliability (SR) H2

Security (S) H3

ONLINE SERVICE
Responsiveness (R) ONLINE
QUALITY H4 CUSTOMER’
FACTORS SATISFICATION

Assurance (A) H5

Communication (C) H6

Figure 1: Proposed Service Quality Model

11. SOCIO -DEMOGRAPHIC PROFILE

Table- 2 reports on the respondent’s socio-demographic characteristics like age, gender,
education level, occupation and income level of the sample respondents.

Table 2 SOCIO - Demographic Profile

Number of
Particulars Respondents Percentage
Male 102 51%
Female 98 49%
Gender Total 200 100
Age Group (in Years) Less than 20 45 22.5%
21 – 30 75 37.5%
31 -40 62 31%
41 – 50 11 5.5%
above 50 7 3.5%
Total 200 100
Level of Education of the SSC / Metric 18 9%
respondents Intermediate / ITI 21 10.5%
Bachelor’s degree 64 32%
Post graduate 52 26%
Diploma 27 13.5%
Others 18 9%
Total 200 100
Occupation of the Employed in private service 50 25%
Respondents Employed in government service 45 22.5%
Business/ self employed 20 10%
Professional 31 15.5%
Student 42 21%
Others 12 6%

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 Customer Satisfaction towards Online Shopping with Reference to Jalandhar City

Total 200 100

Income Level of the Less than Rs. 20000 46 23%
Respondents (Per month) Rs. 20001 – Rs. 30000 55 27.5%
Rs. 30001 – Rs. 50000 38 19%
Rs. 50001 – Rs. 75000 22 11%
Rs. 75001 – Rs. 100000 20 10%%
More than Rs. 100000 19 9.5%
Total 200 100

12. RESULTS AND DISCUSSIONS

Gender: With respect to the gender distribution of respondents, it is reported that the majority
of the respondents constituting 51 per cent of the sample were males while the remaining 49
per cent of the sample were females.
Age: After a descriptive review and analysis of the data of the 200 respondents under study, it
can be observed from Table -2 that a majority of the respondents constituting 37.5 per cent of
the total sample belong to the age group of 21 -30 years followed by 31 per cent in the age
group of 31-40. While 22.5 percent of the sample is less than 20 years.
Education: Table 2 depicts the respondent’s level of education. The majority of the
respondents representing 32 per cent of the sample hold a bachelor’s degree closely followed
by a master’s degree representing 26 per cent.
Occupation: The sample distribution based on the occupation of the respondents is depicted
in Table-2. Majority of the respondents of the sample are salaried employees out of which, 25
per cent of the respondents are salaried employees in private service, 22.5 per cent are
employees in government service, while 10 per cent of the respondents belong to the category
of businessmen /self-employed, 15.5 per cent of the sample are professionals.
Income: Income and savings is the base for investment. The income of the family is one of
the factors, As can be seen in the Table-2, majority of the respondents constituting 27.5 per
cent earn Rs 20001-30000, while 23 percent are earning less than 20000, 19 per cent earn Rs
30001 - 40000 per month. While 9.5 per cent earn Rs 75001 -100000 per month.

13. ONLINE PURCHASE BEHAVIOUR

Online shopping is a recent phenomenon in e-commerce and it is reshaping consumers'
purchase behaviour. Online shopping is the process whereby consumers buy goods, services,
etc. directly from a seller over the internet in real time without an intermediary service. Online
consumer behaviour is diverse from traditional consumer behaviour. The Table-3 below
provides an insight into the purchase behaviour of online shoppers in Jalandhar city

Table 3 Online Purchase Behaviour

Frequency of online shopping No of respondents Percentage
Regularly 78 39%
Often 65 32.5%
sometimes 32 16%
Rarely 25 12.5%
TOTAL 200 100
Preferred Mode of payment
Cash on Delivery 73 36.5%
Debit card 40 20%
Credit card 36 18%
Net Banking 51 25.5%

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 Dr. Pratima Merugu and Dr. Vaddadi Krishna Mohan

TOTAL 200 100

PREFERRED FEATURES OF SHOPPING PORTALS
Payment Options 25 12.5%
Product Variety / Availability 56 28%
Quick & Quality of Delivery 41 20.5%
Security 38 19%
User Friendly interface. 40 20%
TOTAL 200 100
How many hours do you spend online daily
Up to 2 hours 51 25.5%
2-4 59 29.5%
4-6 65 32.5%
6-8 13 6.5%
Over 8 hours 12 6%
TOTAL 200 100
Preferred category of products to purchase online
APPARELS 30 15.0%
HEALTH & BEAUTY 25 12.5%
CONSUMER ELECTRONICS 40 20.0%
Home and furniture 21 10.5%
COMPUTER & RELATED 24 12.0%
MOBILE P HONES AND ACCESSORIES 32 16.0%
Sports 18 9.0%
BOOKS 10 5.0%
Total 200 100.0%

As per the details furnished in table 3, it can observe that most of the sample respondents
use the internet for more than 4-6 hours per day (32.5%), while around 30 percent of the
respondents use the internet for 2-4 hours in a day. Features of shopping portals that the
respondents consider most important are: product variety / availability constituting 28 percent,
speed & quality of delivery representing 20.5 percent, security (20 percent) payment options
(19 percent) and user-friendly interface, the most preferred payment options of the
respondents are cash on delivery constituting 36.5 percent and internet banking representing
25.5 percent. It can be further found that the majority of the respondents 20 per cent selected
purchasing consumer electronics products as the preferred category of products to purchase
online, while 16 percent indicated that mobile phones and accessories AS A Preferred category
of products to purchase online.

14. RELIABILITY STATISTICS CRONBACH’S ALPHA

The Cronbach's Alpha for comparing the internal reliability of items both in expectation and
perception of service quality was used. A reliability coefficient of .70 or higher is considered
acceptable in most social science research. As can be observed from Table -4, Cronbach’s
Alpha results of .821 for the items are above the suggested threshold of .70. The results show
the internal consistency between variables.

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 Customer Satisfaction towards Online Shopping with Reference to Jalandhar City

Table 4 Reliability Statistics Cronbach's Alpha

Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items
.879 .821 24

15. FACTOR ANALYSIS

The 24-item scale was then subjected to factor analysis using the principal component method
with varimax rotation to identify key online shopping service quality dimensions, as
perceived by customers shopping online. Principal component factor analysis with a Varimax
rotation was employed to examine those dimensions. Tables- 5 show the principal component
analysis with varimax rotation, which gives us a clear picture of the rotated component matrix
of factor loadings, as six factors.

Table 5 Rotated Component Matrix (A)

Service Component
Dimensions 1 2 3 4 5
Online Shopping is a time saving process 0.781
Easy of navigation /User friendly interface 0.814
Ease of use
Payments are easy using online services 0.769
Availability of more products /brands 0.653
Reliability of product information 0.802
Service Transaction efficiency 0.674
Reliability Product quality and safety 0.844
The online retailer has a good reputation 0.672
Online payment is safe and secure 0.762
The website can protect customer personal
0.621
information
Security The website provides quick confirmation of
0.608
the transaction
Security protection for online payment
0.781
process
Quick response to client queries 0.642
Responsiveness Employees are kind and courteous 0.870
Information clarity and accuracy 0.722
Quick service delivered via the website
The representative instantly available to
0.743
receive the complaint
Information provided was useful to make a
0.608
Assurance purchase decision
Employees are quick and efficient in-service
0.731
delivery
Quick access to the shopping website
0.875
whenever I try
Email and mobile alerts on Special offers and 0.
Communication discounts/gifts 731
well communicated Product return policy 0.834
Order tracking details 0.807
Time taken for delivery and Delivery charges 0.742
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization

From the Table -5, it can be observed, Online Shopping is time saving process (0.781),
User friendly interface (0.814), Availability of more products /brands(0.653), Transaction

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 Dr. Pratima Merugu and Dr. Vaddadi Krishna Mohan

efficiency (0.674), Product quality and safety (0.844), Online payment is safe and secure
(0.762), Website can protect customer personal information (0.621), Security protection
for online payment process ( 0.781)Quick response to client queries (0.642), The
representative instantly available to receive the complaint 0.743, well communicated Product
return policy (0.834) all of which have high load values on component 1 indicate that ease of
use, confidentiality and shopping system security have more weight age on component 1
compared to other factors.
Other factors like online Payments services (0.769), Reliability of product information
(0.802) Website provides quick confirmation of transaction (0.608), Employees are kind and
courteous (0.870), information clarity and accuracy (0.722) information provided was useful
to make purchase decision (0.608), Employees are quick and efficient in-service delivery (0.
731) have high load values on component 2 indicate that ease of use, shopping system
security, responsiveness, and assurance have more weight age on component 2 compared to
other factors.
The online retailer has good reputation (0.672), Quick access to the website whenever I
try (0.875) Email and mobile alerts on Special offers and discounts/gifts (0. 731) have high
load values on component 3 indicate that assurance and communication have more weight age
on component 2 compared to other factors. Order tracking details (0.807) Time taken for
delivery and Delivery charges (0.742) have high load values on component 3 and 4 indicate
that communication has more weight age on components 4 and 5 compared to other factors.
According to the results, the often-mentioned service quality factors leading to
dissatisfaction are online retailers’ information and communication systems, while user-
friendly interface, ease of use, safety and security, reliability and assurance are the major
factors causing satisfaction among customers using online shopping services.

Table 6 Summery Of Hypotheses

S.no. Factors Hypothesis

Influence
/Accepted or
significant
rejected
H1 Ease of use and online customer satisfaction are Accepted
Yes
independent.
H2 Service reliability and online customer’s satisfaction are Accepted
Yes
independent
H3 Security/ privacy and online customer’s satisfaction are Accepted
Yes
independent
H4 Responsiveness of online retailer and online customer’s Yes Accepted
satisfaction are independent
H5: Assurance and online customer’s satisfaction are Yes Accepted
independent
H6: Communication and online customer’s satisfaction are No Rejected
independent

It can be observed from Table -6, With regards to online service quality factors, ease of
use, service reliability, the responsiveness of online retailers and security are the major
determinants of customer satisfaction when using online shopping services. The findings
indicate that communication with regards to orders and tracking details, delivery time did not
have much influence on customer satisfaction. The results of this study clearly indicated that
ease of use, service reliability, responsiveness, Assurance, and security contributed
significantly to influencing customer satisfaction when online shopping.

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 Customer Satisfaction towards Online Shopping with Reference to Jalandhar City

16. MAJOR FINDINGS OF THE STUDY

 The majority of the respondents are male (51 %) and belong to the age group of 25 to 35 years
constituting a majority with 37.5 percent.
 Among the total respondents of the study, the Majority of the respondents representing 32 per
cent of the sample hold a bachelor’s degree closely followed by a master’s degree representing
26 per cent. The findings establish the fact that individuals engaged in online shopping are
educated with a bachelor's or a master's degree.
 Majority of the respondents, with a cumulative percentage of 47.5 percent of the total sample
are salaried employees out of which, 25 per cent of the respondents are salaried employees in
private service, 22.5 per cent are employees in government service
 Majority of the respondents constituting 27.5 per cent earn Rs 20001-30000, while 23 percent
are earning less than 20000,
 It is understood from the table, that the majority of the respondents (48%) are spending one to
two hours per day to access the Internet.
 The study observed that the majority of the respondents (28 percent) indicated product variety
followed by availability and quick delivery (20.5 per cent) and service as the most preferred
features when online shopping.
 The findings of the study shed some light on consumers ‘purchase frequency, where the
majority of the respondents representing 39 per cent used the online platform on a regular
basis for purchasing.
 The majority of the respondents representing 36.5 percent preferred cash on delivery as a
mode of payment followed by net banking with 25.5 percent.
 The study reports that ease of use, service reliability, responsiveness, assurance, and security
contributed significantly to influencing online customer satisfaction

17. CONCLUSION
The findings and results reflect the preferences and purchase behaviour and satisfaction level
of customers doing online purchases in Jalandhar city. In this study service quality factors
such as Ease of use, service reliability and security are the major determinants of customer
satisfaction towards online shopping.
Bearing in mind the growing volume of business transactions, it is inevitable that E-
retailers invest in improving and upgrading online security to ensure safe transactions and
shopping experiences for customers. The findings reveal that online retailers need to reduce
the customer perceived risks by making shopping portals easier to navigate, providing secure
payment options ensuring quick and quality of delivery to gain and maintain customer trust
and loyalty. Efforts need to be taken to educate the online buyers on the steps that need to be
undertaken while making an online purchase. Most of the online retailers have a customer
feedback system. the feedback of an online buyer should be captured to identify flaws in
service delivery and work towards proving a high customer value.

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