A study on customer experience in E-Tailing and retailing

The purpose of this paper is to explore the relationships between the various determinants and customer experience in the retail and e-tail markets which is widely seen in the Indian market place. A survey of 100 respondents was carried out with the help of a questionnaire. Descriptive (frequency and percentage) and cross tabulation chi-square statistical techniques were used to check the hypothesis and to analyse the data. Shopping atmosphere of the hyper market and quality of the service of the hyper market are considered to be the most significant predictor for the hyper market. Choice of variety, price and the accessibility factors are the major determinants and attracting factors of the online shopping. The results included in this research about the demographic variables and the determinants of customer experience are focused on hyper and retail markets respectively. This paper provides retailers with specific knowledge of the determinants that the customer considers being most important and significant contributor to an enhanced customer experience. It is suggested that the retailers take note of the significant predictors while developing retail format strategies. It also identifies the demographic characteristics of these customers. Understanding the customer and the key determinants of his experience are critical to the retailer in order to withstand the competition in the Indian market. This paper is original because only few studies of this nature have been attempted in Indian context. This descriptive study makes use of demographics and determinants which contribute to a superior customer experience for the retail and e-tail markets. © 2018, Indian Journal of Public Health Research and Development. All rights reserved.