An Empirical Study of Customer Satisfaction in Online Shopping Experience of Tourism Products in India

Customer satisfaction in online shopping has been an eminent research topic due to absence of face to face interface between the customer and service provider. The literature review has been done to uncover the varied factors affecting the mindset of the customers while shopping online. Survey has been conducted by distributing questionnaires selected cities of India to gather data for this research. An attempt has been made to study customer satisfaction after purchasing any tourism product or services online. The result of the study established that even though online purchasing is easier but there are factors which inhibit customers at times to make online purchase. Bivariate Correlation has been applied between customer satisfaction and key factors resisting online shopping. The study offers managerial implications to make the marketing of online tourism products more effective.