Customer Satisfaction and Loyalty in Online Shopping: A Comparative Study of Amazon and Flipkart in India

Customer Satisfaction and Loyalty in Online Shopping: A Comparative Study of Amazon and Flipkart in India

Shad Ali Khan

MBA Student, School of Business, Galgotias University, Greater Noida

Dr. Pradeep Prabhakar Pai

Assistant Professor, School of Business, Galgotias University, Greater Noida

Abstract

E-commerce in India is growing rapidly, thanks to more people using the internet and online payments and Amazon and Flipkart are the top two rivals. This paper investigates the link between customer satisfaction and loyalty in online shopping, by comparing the two major players. Among the key satisfaction factors are the time it takes to deliver, the product’s quality, reception from customer service, ease of returns and refunds and the experience the user goes through, with these all assessed for their effects on someone’s decision to repurchase, trust the brand and stay with it over the long run. Using a questionnaire, data was collected by conducting surveys with 60 online shoppers from Amazon and Flipkart of various demographic backgrounds in India. We studied data by employing descriptive statistics, doing correlation analysis and using the SWOT framework. It is clear from the findings that Amazon stands ahead of Flipkart in making deliveries on time, dealing with customer care more efficiently and keeping customers engaged after purchase. On the other hand, people prefer Flipkart for its low prices, festival sales and customized experiences for certain regions. There was a clear correlation between customers’ satisfaction and their loyalty, proving that satisfied people tend to make more purchases and share good experiences. The research gives e-commerce businesses advice to improve returns, focus on shipping services, use personal methods to interact and create programs to encourage customer loyalty.