Customer Perception and Customer Satisfaction on M-Commerce in India
Venu Gopalan , Shaadath Ahmed , Subin Suleesh , Afnas Latheef
Department of MBA (Supply Chain and Logistics)
Lovely Professional University (LPU)
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Abstract— This study investigates customer perception and satisfaction within India's m-commerce sector, with a focus on applying the Theory of Reasoned Action (TRA) model. By examining key factors such as ease of use, trust, product variety, and service attributes like delivery reliability and customer support, the research aims to provide a comprehensive understanding of consumer behavior. The TRA framework is used to explore how attitudes and subjective norms influence behavioral intentions in adopting m-commerce platforms.A mixed-methods approach, integrating quantitative surveys and qualitative interviews, is employed to capture diverse consumer perspectives across urban, suburban, and rural demographics. The study includes a detailed literature review of 20 relevant works, identifying methodologies and applications of the TRA model to m-commerce. A structured questionnaire design aligned with the TRA framework assesses five key attributes, each evaluated with ten targeted questions.The research objectives include analyzing customer perceptions, evaluating satisfaction levels, identifying challenges, and proposing actionable strategies for enhancing customer loyalty and engagement. The findings offer both theoretical insights into TRA's applicability and practical recommendations for improving India's m-commerce platforms, addressing issues like security, user experience, and service quality. This study contributes to the growing body of knowledge on digital commerce and its role in reshaping the Indian retail landscape.
Keywords— Customer perception, satisfaction of customers, m-commerce, m-shopping applications, e-commerce, trust in m- commerce, secure payment, user experience, variety of products, speed of delivery, customer support, digital retail, purchasing behavior, personalized recommendations, mobile technologies, online shopping trends, India retail market.
