E-commerce and customer behavior in India: Factor analysis

For any e-commerce venture to ensure customer satisfaction, it should have reliable and measurable parameters in place in order to align their activities in line with them. The main factors that the organizations should address are system support, service support, and information support and service agility. These factors in themselves encompass multitudes of factors that effectively enable any online firm to address their needs of ensuring the topmost level of customer satisfaction and an enhanced customer experience. While carrying out research a major drawback that we observed that, the significance of the security factor was perceived to be low among the respondents and also validated in our research analysis findings. This is contrary to the norm and may be attributed to the fact of the efficiency of our other factors of system support and information support that may have led the respondents to feel the same. Also some factors that are considered here have high degrees of intangibility that may blur the boundaries of their measurability and conversion in terms of costs and profits for the organization. E-Commerce is the latest sunrise sector in India. It is not far off from the days when the e-commerce platform will replace the traditional brick and mortar model. For companies to survive in this competitive market it is imperative that they identify their core customer and ensure that they meet the satisfaction that they desire. Our research is directed towards identifying the main factors that contribute towards a satisfied customer experience in an e-commerce venture. Extensive literature survey was carried out. We have derived relationships among the various factors using extensive literature survey to obtain a comprehensive relationship among the variables. Hypothesis was developed and was proved and validated using regression testing.