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Published July 9, 2019 | Version Major
Journal article Open

Influence of E-Marketing Strategy on Customer Satisfaction

Creators

  • 1. Manipal Institute of Technology, Manipal Academy of Higher Education, Manipal, India
  • 2. Department of Humanities and Management, Manipal Institute of Technology Manipal, Academy of Higher Education, Manipal, India

Contributors

Researcher:

  • 1. Manipal Institute of Technology, Manipal Academy of Higher Education, Manipal, India

Description

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.

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References

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