Influence of E-Marketing Strategy on Customer Satisfaction

Harshit, Das R and Potti Srinivasa, Rao and Kamath, Giridhar B and Shiva Prasad, H C (2019) Influence of E-Marketing Strategy on Customer Satisfaction. International Journal of Innovative Technology and Exploring Engineering (IJITEE), 8. ISSN 2278-3075

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Abstract

Over the past two decades, several attempts were made to provide best practices for e-service quality measurement and e-marketing strategy. It is always necessary to measure the performance quality of web services using different means such as E-SERVQUAL model. The customer satisfaction gets enhanced after measuring the E-service quality in a service-based company. The proposed study uses E-SERVQUAL model for measuring the service quality of an E-commerce Company. The survey questionnaire method is used to collect responses from customers of the company via email and newsletters. The results indicate that factors: efficiency, reliability, assurance and security in the e-service system are in favorable condition and factor: responsibility is not in the favorable condition that affects the customer satisfaction level of the company. Managerial implications are proposed with the help of theoretical study of e-marketing strategy 2P+2C+3S to enhance customer satisfaction of the company

Item Type: Article
Subjects: Engineering > MIT Manipal > Humanities and Management
Depositing User: MIT Library
Date Deposited: 27 Sep 2019 10:20
Last Modified: 27 Sep 2019 10:22
URI: http://eprints.manipal.edu/id/eprint/154650

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