• S. Visakan
• Dr. J. Khaja Sheriff
• B. Fuzail Ahmed

This research paper investigated the impact of online shopping experience on satisfaction and loyalty of consumers. The service quality of online shopping as well as relation between factors which influence purchase decision of consumers for online shopping and their satisfaction towards online shopping was assessed. The structural relationship between service quality of online shopping, satisfaction and loyalty of consumers towards online shopping was also evaluated. By using the data gathered from consumers of online shopping in metropolitan city of Chennai of Indian continent, some salient findings were made. This study witnessed that consumers developed loyalty towards online shopping when online retailers provided convenience, excitement, offers and interactivity to consumers of online shopping and also gave better services and enhanced satisfaction of consumers of online shopping. Moreover, the risk perception of consumers in online shopping was influenced by online shopping experiences of consumers namely convenience, excitement, interactivity and offers. The satisfaction of consumers towards online shopping was influenced by convenience, offers, excitement and interactivity. In addition, loyalty of consumers for online shopping was influenced by convenience, excitement, offers and interactivity. Besides, dimensions of service quality of online shopping have direct and positive influence on satisfaction of consumers towards online shopping and in turn, satisfaction has direct and positive influence on loyalty of consumers for online shopping. In overall, it is concluded that the online shopping in Chennai city is underutilized at present by online retailer and it has huge potential for both present and future situations also.

ONLINE SHOPPING EXPERIENCE SATISFACTION LOYALTY CONSUMERS CHENNAI

"IMPACT OF ONLINE SHOPPING EXPERIENCE ON SATISFACTION AND LOYALTY OF CONSUMERS: STUDY WITH REFERENCE TO CHENNAI METROPOLITAN CITY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.7, Issue 10, page no.3248-3257, October-2020, Available :http://www.jetir.org/papers/JETIR2010422.pdf

"IMPACT OF ONLINE SHOPPING EXPERIENCE ON SATISFACTION AND LOYALTY OF CONSUMERS: STUDY WITH REFERENCE TO CHENNAI METROPOLITAN CITY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.7, Issue 10, page no. pp3248-3257, October-2020, Available at : http://www.jetir.org/papers/JETIR2010422.pdf