EFFECT OF DETERMINANTS OF E-RETAILING ON CUSTOMER SATISFACTION: EMPIRICAL EVIDENCES FROM INDIA

Abstract

This study examines the scope to which different factors influence customer’s satisfaction with e-retailer’s Website in the context of online buying using Technological acceptance model (TAM). The main goal of this paper is not only to investigate the efficacy of e-Services provided by the online retailers but also considers how customers can benefit from those services in India. To analyze the data of a conceptual model authors used multiple regression analysis techniques. Result of 165 respondents’ reveals that, perceived usefulness, perceived ease of use, and trust positively influence customer satisfaction. Future scope of research and recommendations for marketing manager’s and practitioners are conferred in the end.