Influence of E-Marketing Strategy on Customer Satisfaction
Harshit R. Das1, Potti. Srinivasa Rao2, Giridhar B Kamath3, Shiva Prasad H. C4
1Harshit R. Das, M.Tech .student (Engineering Management), Manipal Institute of Technology, Manipal Academy of Higher Education, Manipal, India.
2Potti. Srinivasa Rao, Associate Professor (Senior Scale), Department of Humanities and Management, Manipal Institute of Technology, Manipal, Academy of Higher Education, Manipal, India.
3Giridhar B Kamath, Assistant Professor (Senior Scale), Department of Humanities and Management, Manipal Institute of Technology, Manipal Academy of Higher Education, Manipal, India.
4Shiva Prasad H. C. Professor, Department of Humanities and Management, Manipal Institute of Technology, Manipal Academy of Higher Education, Manipal, India.
Manuscript received on 02 July 2019 | Revised Manuscript received on 16 July 2019 | Manuscript Published on 23 August 2019 | PP: 289-292 | Volume-8 Issue-9S3 August 2019 | Retrieval Number: I30530789S319/2019©BEIESP | DOI: 10.35940/ijitee.K1133.09811S19
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open-access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Over the past two decades, several attempts were made to provide best practices for e-service quality measurement and e-marketing strategy. It is always necessary to measure the performance quality of web services using different means such as E-SERVQUAL model. The customer satisfaction gets enhanced after measuring the E-service quality in a service-based company. The proposed study uses E-SERVQUAL model for measuring the service quality of an E-commerce Company. The survey questionnaire method is used to collect responses from customers of the company via email and newsletters. The results indicate that factors: efficiency, reliability, assurance and security in the e-service system are in favorable condition and factor: responsibility is not in the favorable condition that affects the customer satisfaction level of the company. Managerial implications are proposed with the help of theoretical study of e-marketing strategy 2P+2C+3S to enhance customer satisfaction of the company.
Keywords: E-SERVQUAL model, customer satisfaction, customer experience, e-service quality, e-marketing strategy
Scope of the Article: e-business,