CUSTOMER'S PERCEPTION OF E-SERVICE QUALITY IN ONLINE SHOPPING

Abstract

E-Commerce sector in India has seen exponential growth in the past few years and is here to stay for the years to come. Hence it is a vital for Ecommerce giants to study the customer buying behaviour in detail to maintain their levels of profitability. Customer’s perception is difficult to measure as it is highly subjective. A company might be having the best user interface but still a customer might not visit it due to less number of options or maybe due to unsecure payment gateway. There are certain things which a customer takes for granted in your website but its absence can lead to dissatisfaction. So, it is vital that e-commerce companies put a lot of emphasis on what customer’s perceive as important as far as service quality is concerned.