Examining Factors of Customer Experience
Kavita Chauhan and
CMS, Jamia Millia Islamia, New Delhi
Internet as accepted by masses has become a
useful medium in the course of Indian retailing.
With fast pace growth of broadband services and
increasing affluence on part of Indian consumers
India has been facing a kind of revolution in
the field of retailing evident by emergence of
successful and potentially exploited model of
e-retailing. Even the remotest areas of the nation
are viewing an upsurge in terms of access to better
technology paying a way forward to establishing
e-retailing as a sustainable and growing sector of
the Indian economy. Inspite of this positive news,
penetration of e-retailing has been relatively
low because of increased issues about privacy
and security leading to unsatisfying customer
experience. Moreover because of heightened
competition and increasing customer awareness
to protect their rights, customer experience has
become a tool to gain competitive advantage and
save their market territories. Thus, this paper
seeks to study customer experience with reference
to Flipkart (Indian e-retailer) customers. The
paper with the help of appropriate statistical
tools identifies the level of customer experience
in concerned design areas and its impact on
satisfaction, loyalty and word of mouth. On the bases of survey of 163 Flipkart users the study
determines physical environment, service delivery
process, front service employees, back office
support, and fellow customers as five factors of
customer experience significantly determining
after sale consumer behaviour.
E-retailing, Customer Experience,
Customer Satisfaction, Customer Loyalty.
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