A STUDY ON ASSESSMENT OF REDRESSAL SYSTEM OF AMAZON AND FLIPKART

Abstract

E-commerce has been one of the fastest booming industries in India. It provides the consumers a convenient way of shopping from their homes, however this convenience has a price. Not being able to physically verify products, online money transactions, problems with delivery are all common issues associated with e-commerce. With that said, to maximize consumer satisfaction, most e-commerce companies have a redress system in place. Redress is the solution provided by a company in case of a service failure. For e commerce, failures could involve faulty products, delays in delivery, transaction failures etc. Consumer satisfaction eventually leads to customer loyalty, retention and a positive word of mouth. Some researches even indicate that service recovery may leave a customer more satisfied than a perfectly delivered service in the first place. The objective of the project to study the Redressal Systems of the to two biggest players in the e-commerce space in India, and find out which of the two did consumers find to be better in providing Redressal to service failures. Another aim of the study was to find how confident were customers that redress would be provided, as such data is particularly important for a developing country like India where the concept of online shopping is relatively new and the customers are fairly conservative and fearful of frauds. During the planning stage, it was found that scales for measuring service recovery for e commerce websites had already been developed. The region was selected to be Delhi NCR, and a target size for a sample was chosen to be around 114 respondents of varying ages and of both working and non-working class. The limited relevance of the study classifies it as applied research, while being descriptive in nature, i.e., describing the state of customer satisfaction with the redress systems. The sampling design chosen was convenience sampling. The data was collected through distribution of formal questionnaires. The respondents were asked to rate scale items on a 5- point Likert Scale.