Influence of E-marketing strategy on customer satisfaction

Harshit R. Das, Potti Srinivasa Rao, Giridhar B. Kamath, H. C. Shiva Prasad

Research output: Contribution to journalArticle

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.

Original languageEnglish
Pages (from-to)289-292
Number of pages4
JournalInternational Journal of Innovative Technology and Exploring Engineering
Volume8
Issue number9 Special Issue 3
DOIs
Publication statusPublished - 01-07-2019

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All Science Journal Classification (ASJC) codes

  • Computer Science(all)
  • Civil and Structural Engineering
  • Mechanics of Materials
  • Electrical and Electronic Engineering

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