Assessing determinants of online customer satisfaction and e-loyalty among young consumers

Abstract

As per the IMAI report, the Indian internet economy was projected to reach a value of $200 billion by the year 2020, contributing five percent to the country's GDP. At that time, India boasted approximately 300 million internet users and was on track to surpass the United States as the world's second-largest internet user base. In accordance with Nelson's research from 2012, contented customers have a tendency to share their positive experiences with a company among others. Consequently, the objective of this study was to assess the factors influencing online customer satisfaction and how this satisfaction subsequently impacts the e-loyalty of young consumers towards online shopping. A total of 150 responses were randomly collected from individuals located in the Delhi-NCR region, and the entire data collection and analysis process spanned approximately one month. A structured questionnaire was employed to gather information from respondents, and the data was subsequently analyzed using the Statistical Package for the Social Sciences (SPSS). The data's reliability was confirmed, and hypothesis testing was carried out through regression analysis. The findings of this study indicate that elements such as website design, security measures, and information quality significantly influence customer satisfaction. Furthermore, customer satisfaction has a positive effect on e-loyalty. Conversely, the study also revealed that the quality of e-services did not have a significant impact on customer satisfaction. Overall, the results of this study can offer valuable insights to marketers for the development and implementation of effective online marketing strategies, as well as in the decision-making process.