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In 2017, the worldwide online shoppers were identified as 1.66 billion and it is estimated to touch 2.05 billion by 2020 (Statista 2017). Moreover, in 2017 online retail transactions worldwide was 2,304 billion US dollars and it is expected to reach 4,135 billion US dollars by 2020. This shows that because of fast digitalization, the global e-retail market has been mounting very fast. Especially in emerging nation like India, most of the e-commerce players are trying gain knowledge of customer insights to provide good quality products and excellent service, in order to stay competitive with the e-commerce giants in this 21st century marketing war. The globally rising internet penetration and usage of smart phones help consumers adopt e-commerce and this also drives the market growth.
India’s economy is the most eye-catching across the globe, and it is projected to stay so in the predictable future. Indian young shoppers have taken center stage and play an indispensable role in the growth of e-retailing. As per the Deloitte (2018), 440 million (34 percent) of the total Indian population customers belong to Generation-Y, and this is the furthermost significant and eye-catching slice for online retail world. In India, internet commerce market was very small in the year 2010, and it touched 3 percent of total offline retail by 2015; and it is further projected to become more than 30 percent by 2021(Deloitte, 2018). In India, e-commerce market in 2017 was 38.5 billion US dollars and it is projected to touch 64 billion US dollars by 2020 and 200 billion US dollarss by 2026 (IBEF, 2018). As per the KPMG (2016), the total penetration of the online retail in India’s total retail market was 2.5 percent. Furthermore, it is estimated to reach 5 percent by 2020, and revenue was 17.8 billion US dollar in 2017 and expected to reach 28 billion US dollars by 2018.
E-commerce means, purchasing and selling of products, services, and also exchange of information over the internet. In a simple way, e-commerce means exchanges among customers, business parties, and vendors. Web shopping market is emerging rapidly, and it has become the ultimate exhilarating phenomenon in Indian e-commerce settings (Deloitte, 2018). In this online marketing war, the success of the B2C e-commerce websites depends profoundly on satisfaction with delivery of service quality, commitment & trust and loyalty with the online shopping website, number of constructs, not much researched together in the developed economy and more so, very less in emerging economy like India. Due to massive competition, e-commerce players should understand what factors influence internet consumer’s satisfaction and different dimensions of loyalty.