A STUDY OF INTERRELATION OF SERVICE QUALITY, CUSTOMER SATISFACTION AND CUSTOMER LOYALTY IN CASE OF ONLINE SHOPPING

Abstract

Nowadays people in India are inclining towards online shopping. Ratherthan going out and do shopping they prefer to stay back home and do shopping online by using their mobile and personal computers or laptops. It is the latest trend in countries like India. People can easily access a wide range of product and also compare the prices on different sites as well. With the increasing demand the competition in virtual market is growing day by day and marketers are working on satisfying more and more customer by providing quality products so that they can have loyal customers. Very few studies have been done in this context especially in India.so literature of different experts have been studies and it was found that the degree of the quality of service effects the size of the customer satisfaction. If the customer is satisfied and pleased with the services and quality offered by the company then he became the loyal customer.so there is positive relationship among these three which means that good quality leads to customer satisfaction which is the main reason in converting the customer in to loyal customer