The paper aims to apply the modified SERVQUAL model in the context of online shopping to describe how customers perceive online shopping quality. | Customer satisfaction towards online shopping with reference to Jalandhar city International Journal of Management IJM Volume 11 Issue 2 February 2020 pp. 36 47 Article ID IJM_11_02_005 Available online at http ijm JType IJM amp VType 11 amp IType 2 Journal Impact Factor 2020 Calculated by GISI ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication Scopus Indexed CUSTOMER SATISFACTION TOWARDS ONLINE SHOPPING WITH REFERENCE TO JALANDHAR CITY Dr. Pratima Merugu Assistant Professor Gitam Institute of Management GITAM Deemed to be University Visakhapatnam India Dr. Vaddadi Krishna Mohan Professor of Marketing Department of Commerce and Management Studies Andhra University Visakhapatnam India ABSTRACT Purpose A fundamental understanding of factors causing customer satisfaction in online shopping has gained greater prominence with companies replacing their traditional retail outlets with the online interface. Online retailing helps retailers to serve their customers quickly and more efficiently by delivering superior customer value. It is in this regard a fundamental understanding of factors causing customer satisfaction in online shopping has attained greater prominence. The paper aims to apply the modified SERVQUAL model in the context of online shopping to describe how customers perceive online shopping quality. This empirical study mainly focuses on examining the major factors influencing online customer satisfaction. Design Methodology Approach A survey research questionnaire of 24 items has been applied and the data of 200 respondents were collected from customers using online shopping service in Jalandhar city. A convenient sampling technique was used for selecting the respondents. Statistical tools such as factor analysis cross tabulation and frequency tables were applied to interpret the data. Findings To achieve the objective reliability test was conducted. The reliability analysis shows that all .
