Title: The impact of online shopping convenience on satisfaction, loyalty, and word-of-mouth in Indian context

Authors: Pankaj Deshwal; Shantanu Prakash; Isha Agrawal

Addresses: Department of Management Studies, Netaji Subhas University of Technology, New Delhi, India ' Bain & Company, Gurgaon, India ' Bain & Company, Gurgaon, India

Abstract: This paper aims to examine the impact of online shopping convenience dimensions (access, search, evaluation, transaction, post purchase convenience) on customer satisfaction, loyalty and word-of-mouth (WOM) publicity in the Indian context. A questionnaire was used to collect the responses from online shoppers. Finally, linear regression analysis was performed on 202 responses revealing that online shopping convenience dimensions positively impact customer satisfaction, loyalty and WOM publicity in the Indian context.

Keywords: online; shopping; convenience; retail; satisfaction; loyalty; word-of-mouth; WOM; Indian.

DOI: 10.1504/IJBG.2024.136002

International Journal of Business and Globalisation, 2024 Vol.36 No.1, pp.27 - 38

Accepted: 10 Jan 2021
Published online: 12 Jan 2024 *

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