Customer satisfaction

in
RMM Assignment
online shopping (PGDM-BFS)
in India

Kamal Sharma
Karan Wadhwa
Kartik Jain
Manisha Sahni

INTRODUCTION
In the era of globalization and with the wonderful expansion of
the Internet, various businesses have globalized their sales and
marketing efforts for their products and services all through the
net. Over the decades maximum business organizations have
been providing various products like books, hardware, software,
toys, household appliances etc to their customers through
online. Online shopping is the process of buying and selling of
the goods and services through online. It includes transferring
of funds online, supply chain management, marketing over
internet. It is the use of technology for better marketing
performance. Through online shopping different type of
business and organizations has gained a tremendous
opportunity to increase their sale and to maintain a direct
relationship with its customers. The increasing use of internet
by the young generation in India provides an emerging
prospect for online retailers. Unlike traditional marketing, online
marketing has many advantages like global reach, availability
of wide variety and cheaper products, 24X7 timing etc. If online
retailers know the factors affecting Indian consumers buying
behaviour they can further develop their marketing strategies
to convert potential customers into active ones. Customer
satisfaction is the key factor for customer retention and
acquisition in online shopping system. Customer satisfaction
with respect to online shopping is the extent to which
customers perception of the online experience confirms their
expectation.

SOURCES OF DATA
The primary data were collected with the help of a
questionnaire framed keeping in view the objectives of the
study. The questionnaire includes background details of the
respondents and various information related to customer
satisfaction regarding online shopping.

OBJECTIVES OF THE PAPER

The present study seeks to achieve the following objectives:

 To analyse the satisfaction level of online customers of emarketing.

To investigate the major factors that has the maximum
impacts on customer satisfaction of e-marketing.

Figure above depicts the trend of online shopping in

India

Case Processing Summary

Cases
Valid
N

Missing

Percent

Total

Percent

Percent

Gender * How many hours

do you spend on internet in

73

100.0%

0.0%

73

a day?

Gender * How many hours do you spend on internet in a day? Crosstabulation

Count

100.0%

How many hours do you spend on internet in a day?

1 hour

2-3 hours

more than 3

Total

never

hours
Gender

Male
Female

Total

13

21

41

11

10

11

32

15

23

32

73

Cross Tab of Gender with How many hours do you

spend on internet in a day?

Chi-Square Tests
Value

df

Asymp. Sig. (2sided)

Pearson Chi-Square

8.807a

.032

Likelihood Ratio

10.014

.018

7.869

.005

Linear-by-Linear Association
N of Valid Cases

73

a. 2 cells (25.0%) have expected count less than 5. The minimum

expected count is 1.32.

T-test
One-Sample Statistics
N
Gender

Mean
73

Std. Deviation

1.44

Std. Error Mean

.500

.058

One-Sample Test
Test Value = 0
t

df

Sig. (2-tailed)

Mean Difference

95% Confidence Interval of the

Difference
Lower

Gender

24.597

72

.000

1.438

Upper
1.32

1.55

ANOVA Table

ANOVA
Sum of Squares
Which of the following can

Between Groups

best describe the reason to

df

Mean Square

1.422

.711

Within Groups

55.216

66

.837

Total

56.638

68

3.104

1.552
.501

Sig.
.850

.432

3.095

.052

2.797

.068

.960

.388

1.480

.235

.713

.494

visit online shopping

websites?-To get information
about all available online
products
Which of the following can

Between Groups

best describe the reason to

Within Groups

33.099

66

Total

36.203

68

2.106

1.053
.377

visit online shopping

websites?-To know about
product design
Which of the following can

Between Groups

best describe the reason to

Within Groups

24.851

66

Total

26.957

68

.634

.317
.330

visit online shopping

websites?-To find out prices
of the products
Which of the following can

Between Groups

best describe the reason to

Within Groups

21.801

66

Total

22.435

68

1.644

.822
.555

visit online shopping

websites?-To compare their
prices with available
competitive products
Which of the following can

Between Groups

best describe the reason to

Within Groups

36.646

66

Total

38.290

68

2.096

1.048
1.469

visit online shopping

websites?-To purchase
product
Which of the following can

Between Groups

best describe the reason to

Within Groups

96.977

66

Total

99.072

68

visit online shopping

websites?-To get complete
information from websites
and to do shopping from
stores

Statistics
Which products have you purchased
on line?-Books / CDs / DVDs
N

Valid

36

Missing

37

Mean

1.00

Median

1.00

Mode

Std. Deviation

.000

Variance

.000

Range

Minimum

Maximum

Sum

36

Percentiles

25

1.00

50

1.00

75

1.00

Which products have you purchased on line?-Books / CDs / DVDs

Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

36

49.3

Missing

37

50.7

73

100.0

Total

100.0

100.0

How often do you visit online shopping portals? * Education Crosstabulation

Count
Education
Less than

Graduate

Total
Post graduate

graduate
Less than Once a Month

Once a Month

13

18

How often do you visit online

2-3 Times a Month

13

16

shopping portals?

Once a Week

12

16

2-3 Times a Week

Daily

40

25

69

Total

Chi-Square Tests
Value

df

Asymp. Sig. (2sided)

10

.001

Likelihood Ratio

31.992

10

.000

Linear-by-Linear Association

11.980

.001

Pearson Chi-Square

N of Valid Cases

30.778

69

a. 12 cells (66.7%) have expected count less than 5. The minimum

expected count is .29.

Pie Chart: Partition of the sample on the basis of gender

Symmetric Measures
Age

Value

Asymp. Std.
Error

Below 18

18 to 23

Interval by Interval

Pearson's R

N of Valid Cases

Interval by Interval

Pearson's R

.424

.082

2.812

.008c

Ordinal by Ordinal

Spearman Correlation

.469

.095

3.184

.003c

38

Interval by Interval

Pearson's R

-.131

.165

-.745

.462c

Ordinal by Ordinal

Spearman Correlation

-.121

.169

-.689

.496c

N of Valid Cases

Total

Approx. Sig.

N of Valid Cases
24 to 30

Approx. Tb

34

Interval by Interval

Pearson's R

.098

.103

.831

.409c

Ordinal by Ordinal

Spearman Correlation

.137

.114

1.167

.247c

N of Valid Cases

73

a. Not assuming the null hypothesis.

b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.
d. No statistics are computed because How many hours do you spend on internet in a day? and Education are constants.

Chi-Square Tests
Age

Value

df

Asymp. Sig. (2sided)

Below 18

18 to 23

Pearson Chi-Square

.b

N of Valid Cases

Pearson Chi-Square

11.521c

.021

Likelihood Ratio

13.670

.008

6.662

.010

3.939d

.268

5.098

.165

.562

.453

16.882a

.010

18.985

.004

.694

.405

Linear-by-Linear Association
N of Valid Cases
Pearson Chi-Square

24 to 30

Likelihood Ratio
Linear-by-Linear Association
N of Valid Cases
Pearson Chi-Square

Total

Likelihood Ratio
Linear-by-Linear Association
N of Valid Cases

38

34

73

a. 6 cells (50.0%) have expected count less than 5. The minimum expected count is .
16.
b. No statistics are computed because How many hours do you spend on internet in
a day? and Education are constants.
c. 7 cells (77.8%) have expected count less than 5. The minimum expected count is .
32.
d. 4 cells (50.0%) have expected count less than 5. The minimum expected count is
1.41.

One-Sample Test
Test Value = 0
t

Df

Sig. (2-tailed)

Mean Difference

95% Confidence Interval of the

Difference
Lower

Upper

What is your satisfaction level

on the following aspects after
using the online service?-

24.677

68

.000

1.739

1.60

1.88

27.411

68

.000

1.870

1.73

2.01

18.069

68

.000

2.174

1.93

2.41

33.130

68

.000

2.319

2.18

2.46

21.377

68

.000

1.797

1.63

1.96

Convenience
What is your satisfaction level
on the following aspects after
using the online service?Delivery
What is your satisfaction level
on the following aspects after
using the online service?Time saving process
What is your satisfaction level
on the following aspects after
using the online service?Quality of product
What is your satisfaction level
on the following aspects after
using the online service?Price

One-Sample Statistics
N
Which of the following

Mean
73

Std. Deviation

2.99

Std. Error Mean

.935

.109

aspects do you feel are

What is your
satisfaction level
22.524
disadvantages
of shopping

68

.000

2.145

1.95

on the following
aspectsinsecure
after
online?-Feel
to do

2.33

using the online

onlineservice?transaction
Security

Which of the following

73

What is your
satisfaction
aspects
do youlevel
feel are 26.221

2.37
68

.874
.000

.102
2.768

2.56

on the following
aspects after
disadvantages
of shopping

2.98

using the online

service?online?-Complete
After sales information
service
of the products
is not available
Which of the following
aspects do you feel are
disadvantages of shopping
online?-Find it too

73

3.27

1.182

.138

73

3.16

1.236

.145

73

2.71

.993

.116

73

1.86

1.045

.122

73

2.55

.708

.083

73

2.85

.938

.110

73

2.84

1.118

.131

complicated to fill up online

forms
Which of the following
aspects do you feel are
disadvantages of shopping
online?-Salesman is not
available to guide
Which of the following
aspects do you feel are
disadvantages of shopping
online?-Risk of losing
personal information over
the internet
Which of the following
aspects do you feel are
disadvantages of shopping
online?-Can not look and
feel the product
Which of the following
aspects do you feel are
disadvantages of shopping
online?-Delay in the delivery
despite fulfilling all expected
requirements
Which of the following
aspects do you feel are
disadvantages of shopping
online?-Quality of products
supplied is poor than
promised
Which of the following
aspects do you feel are
disadvantages of shopping
online?-No replacement of
substandard products

Conclusions: On the basis of the present study

concludes that online customers are satisfied.
This research explicitly indicates that online
marketer should give more importance on price
factor and after sale factor. In this competition
era all the online marketers should have to
concentrate on the customers satisfaction to
retain the existing customers and have to offer
new scheme day by day to attract the new
customers.