Determinants of Customer Satisfaction towards Using e-tailing Apps: A Study among Millennial Shoppers

Abstract

Electronic-Retailing (e-tailing) is gaining prominence worldwide aided by technological and digital improvements, Increased smartphone and internet penetration, the development of inexpensive 4G networks, and expanding consumer income throughout the world have contributed to the expansion of e-commerce. Exclusive customer promos, marketing campaigns, cashback, and redemptions made available for the customers through online channels have also contributed to the growth of electronic shopping. E-tailing is a subset of e-commerce that solely works with B2C consumers. When compared to other old generation cohorts, millennials are more sociable, tech-savvy, interactive in social media, have higher internet users. This research will aid in finding key e-service quality parameters that influence millennial shoppers' satisfaction concerning the online channel. A standardized questionnaire was used to conduct the study, garnering responses from 230 millennial e-shoppers. The survey was done with millennial shoppers who had made at least one purchase in the e-tailing platforms in the previous year was considered. The findings revealed that post-purchase behaviour characteristics such as on-time product delivery and delivering the exact product at the delivery significantly influence purchasing through e-tailing apps. This research provides new theoretical insights for e-tailers by linking content quality and user interactivity for purchase decisions.