Consumer Satisfaction towards E-Commerce (A Comparative Study of Amazon India and Flipkart with respect to gender)

Consumer satisfaction plays an important role when it comes to the E-commerce industry. At a global level, the outcome of Consumer satisfaction leads to loyalty (e.g. Consumer retention) which is very strongly related to the profitability and long-term growth of a firm [Reichheld ,1995]. Consequently, it is very useful to determine the key antecedents or factors that influence Consumer satisfaction with ecommerce websites. To find the factors for consumer satisfaction for the e-commerce sites, two major players Amazon, India and Flipkart comparative study was done. The study was undertaken with the objective to compare the Consumer satisfaction towards E-commerce (A Comparative Study of Amazon India and Flipkart) with respect to Company, Product, Price, Staff & Services and Delivery. Tool was administered on 500 male and female consumers of Amazon and Flipkart to collect data. The present study reveals that the total consumer satisfaction level of Amazon India was found higher in comparison to Flipkart. The result of the analysis is presented in the form of tables and interpreted appropriately.