Overview

Original Research

INVESTIGATING THE DETERMINANTS OF E-SATISFACTION AND E-LOYALTY AMONG YOUNG CONSUMERS IN CHENNAI: A STUDY OF E-SHOPPING BEHAVIOR

Dr. D. VENKATESAN 1, Dr. T. SHALINI RANI 2, and Dr. J. SADEESH 3.

Vol 18, No 05 ( 2023 )   |  DOI: 10.17605/OSF.IO/FAP92   |   Author Affiliation: Assistant Professor, Department of Commerce, SRM institute of science and technology, Vadapalani campus, Chennai 1,3; Assistant professor & Head, Department of Corporate Secretary ship, Queen Mary’s College, Chennai 2.   |   Licensing: CC 4.0   |   Pg no: 242-250   |   Published on: 12-05-2023

Abstract

According to an internet survey (2016), they are stated that among the Indian population, 70% of internet users are young age group in India. Most youngsters are buying their products online. Similarly, many online shopping companies are coming up more and more. Online shopping attracts many young consumers and will also fulfill their demands. Hence, this study finds factors influencing consumer satisfaction and how this satisfaction leads to loyalty. The convenience sample used in this study and the sample size was 100—statistical tools used by SPSS. The following variables are used web design, security, information quality, e-service quality, and e-loyalty to measure the impact on customer satisfaction and e-loyalty. Overall, this study's findings help retailers formulate and implement effective online marketing strategies, as well as in the decision-making process.

Keywords

customer satisfaction, website design, security, e-service quality, information quality, e-loyalty, online shopping