Customer Satisfaction as Basis for E-Marketing Leadership (A Study Based on Marital Diversity)

This study highlights the role of satisfaction for building e-marketing leadership and empirically explores the differences in the customer satisfaction of online buyers. The study tries to discern how segmenting the customer based on marital status may help the online marketers for effective leadership and competitive advantage in the modern globalised market. An online survey instrument was administered to a sample of 200 online buyers from a northern city of India. The respondents were contacted both personally as well as through the emails, social media like Facebook, Whatsapp etc. The instrument comprised items related to online satisfaction along with few variables of demographic variables. The study employed purposive samplingwhich is appropriate for exploratory type of studies. The findings indicate that online shoppers are moderately satisfied from e-retailers. It is suggested that e-retailers must address issues of customers vibrantly so that customers become highly satisfied which ultimately leads to e-marketing leadership.