Improving Online Customer Satisfaction: A Study on Biba

Autor:	Ana Maria Restrepo Ochoa, Daniela Villegas Ceballos, Rishikaysh Kaakandikar, Camilo Pérez-Restrepo, Mohamed Saifuddin F, Carolina Ardila Lopez, Geeta Dilip Tilekar, Padmalini Singh
Rok vydání:	2021
Předmět:	Feeling business.industry Mobile phone media_common.quotation_subject Ethnic group Customer satisfaction Advertising Context (language use) Diversification (marketing strategy) Clothing business media_common
Zdroj:	International Journal of Accounting & Finance in Asia Pasific. 4:88-99
ISSN:	2655-6502 2684-9763
Popis:	This paper aims to study the online shopping experience of Biba, the Indian brand for women's ethnic apparel to propose pertinent changes to improve the satisfaction of their customers when buying online in the context of the current global pandemic. This study employed a survey as a primary source, and relevant academic literature as secondary sources. The findings revealed the amount of apparel bought online has increased during the pandemic in addition to some general difficulties when buying clothes online and a general feeling of dissatisfaction. Other findings suggest that it is pertinent for Biba to make various changes, like a website makeover, the creation of a mobile phone application, and the diversification of their models’ catalog.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::1f11dddafc8421f6d0fea13e6ef11582 https://doi.org/10.32535/ijafap.v4i3.1209 Zobrazit plný text záznamu