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A Study on Consumer Perception of E-Tailing Services for Electronic Goods in Kolkata


Affiliations
1 Future Business School, Kolkata, India
 

The term "retailing" also has been continuously changing its meaning and scope as the organization progress. With the advent of internet and the World Wide Web, a lot of effort has been given to discover new and sophisticated e-tailing approaches than the traditional approach of retailing. In fact the entire world has become a virtual market for a common man nowadays, since it can provide faster and easier way of buying and selling of goods and services. Retailing is emerging as a big service industry in India, following the footsteps of the other parts of the world.

E-tailing is the concept of selling of retail goods using electronic media, in particular, the internet (as well as fax or phone or Digital TV), to a place defined by the customer (Sharma, 2009).

The study investigates consumer perception on e-Service quality of e-tailing activities. Service quality refers to an attitude formed by a long term overall evaluation of a firm's performance. It is closely related to customer satisfaction. It can be said that satisfaction assists consumers in formulating a revised opinion about their service quality perception (Srinivasan, 2010).Customer satisfaction could be defined as a comparison of perceptions and predicted service expectations, in association with various marketing activities.

The present study covers the different perceptual factors of e-tailing. The study is important for measuring the e-service quality and satisfaction level of e-customers. It provides an outline to revalidate different dimensions and factors involved with e-retailing and can help to find out new model in e-retailing by identifying new dimensions and factors. For the purpose of measure e-customers' satisfaction level for electronics goods, a satisfaction index is developed in the paper. For identifying perceptual dimensions, confirmatory factor analysis is applied with multiple regression analysis. The study is limited to the geographical region of Kolkata city only and no forward or backward linkages of e-retailing is taken into consideration.


Keywords

e-Tailing, Consumer Perception, Customer Satisfaction, Factor Analysis, Regression.
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  • A Study on Consumer Perception of E-Tailing Services for Electronic Goods in Kolkata

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Authors

Biswajit Roy
Future Business School, Kolkata, India

Abstract


The term "retailing" also has been continuously changing its meaning and scope as the organization progress. With the advent of internet and the World Wide Web, a lot of effort has been given to discover new and sophisticated e-tailing approaches than the traditional approach of retailing. In fact the entire world has become a virtual market for a common man nowadays, since it can provide faster and easier way of buying and selling of goods and services. Retailing is emerging as a big service industry in India, following the footsteps of the other parts of the world.

E-tailing is the concept of selling of retail goods using electronic media, in particular, the internet (as well as fax or phone or Digital TV), to a place defined by the customer (Sharma, 2009).

The study investigates consumer perception on e-Service quality of e-tailing activities. Service quality refers to an attitude formed by a long term overall evaluation of a firm's performance. It is closely related to customer satisfaction. It can be said that satisfaction assists consumers in formulating a revised opinion about their service quality perception (Srinivasan, 2010).Customer satisfaction could be defined as a comparison of perceptions and predicted service expectations, in association with various marketing activities.

The present study covers the different perceptual factors of e-tailing. The study is important for measuring the e-service quality and satisfaction level of e-customers. It provides an outline to revalidate different dimensions and factors involved with e-retailing and can help to find out new model in e-retailing by identifying new dimensions and factors. For the purpose of measure e-customers' satisfaction level for electronics goods, a satisfaction index is developed in the paper. For identifying perceptual dimensions, confirmatory factor analysis is applied with multiple regression analysis. The study is limited to the geographical region of Kolkata city only and no forward or backward linkages of e-retailing is taken into consideration.


Keywords


e-Tailing, Consumer Perception, Customer Satisfaction, Factor Analysis, Regression.

References





DOI: https://doi.org/10.23837/tbr%2F2016%2Fv4%2Fn2%2F128858