• Amit Lathiya
• Dr. Munira Habibullah

The retail landscape has transformed as a result of the growing usage of the internet. The majority of products and services are now accessible over the internet. Consumers may now find everything they desire with only a few mouse clicks in the age of internet purchasing. Even daily necessities, like fruits and vegetables, are no longer excluded. Companies, on the other hand, are focused on earning and sustaining customer e-satisfaction to stay competitive in the market, owing to increased competition. Satisfaction of customers in online shopping is determined by a number of variables. Service quality is one of the important factors among them. Online retailing is a technology-driven service and on the other hand when retailing of perishable product like fruits and vegetables are involved service failure is unavoidable. Service failure may result in customer dissatisfaction. So,it becomes very important to handle such service failures by the organisations. To handle such service failures more effectively and to frame the strategies to satisfy those customers, who encountered certain problems in the process of service delivery it becomes necessary to know how consumers perceive such service recovery by the organization. This paper attempts to measure online service recovery in the context of online retailing for fruits and vegetables in Surat city by using E-Recs-QUAL scale developed by Parasuraman et al. (2005) and relationship these factors with customer satisfaction in retailing of fruits and vegetables. Primary data was collected from customers who purchased fruits and vegetables online from Jio Mart and faced some problem in service delivery process. There were a total of 104 responses. The factors determining online retail recovery service quality were discovered using exploratory factor analysis.Responsiveness, Contact and Compensation came out as factors of recovery service quality in online retailing. To study the impact of these recovery quality dimensions on customer satisfaction, regression was used. All the factors found significantly contributing towards customer satisfaction and the factor contact was found to be the most important factor in service recovery.

online retailing, fruits and vegetables, e-service recovery quality, e-satisfaction

"RELATIONSHIP OF SERVICE RECOVERY QUALITY AND CUSTOMER SATISFACTION IN ONLINE RETAILING OF FRUITS AND VEGETABLES IN SURAT CITY: SPECIAL REFERENCE TO JIO MART", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 3, page no.c374-c380, March-2022, Available :http://www.jetir.org/papers/JETIR2203247.pdf

"RELATIONSHIP OF SERVICE RECOVERY QUALITY AND CUSTOMER SATISFACTION IN ONLINE RETAILING OF FRUITS AND VEGETABLES IN SURAT CITY: SPECIAL REFERENCE TO JIO MART", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 3, page no. ppc374-c380, March-2022, Available at : http://www.jetir.org/papers/JETIR2203247.pdf