Abstract

This study is to show how the customer satisfaction and loyalty in online and offline environment differs or remains the same. In this context we will be answering the following questions that are increasingly important to managers in service department. Are the levels of customer satisfaction and loyalty differs in online vs offline when the services are provided the same? If, yes what factors might explain this differences? How the relationship between customer satisfaction and loyalty in online environment is different from offline environment. We develop a hypothesis which will explain the relationship between satisfaction and loyalty. We test the hypothesis through a simultaneous equation model using two data seta of online and offline customers of a particular industry. We discovered that results are the same where the customers gets equal satisfaction when he buys online or offline , loyalty to the service provider is higher in offline than in online. We also find that there is a direct relationship between satisfaction and loyalty, higher will be the satisfaction higher will be the loyalty and vice- versa. It will improve the overall satisfaction to the customer and further strengthened the industry. Arushi Garg Sethi | Puneet Kumar Sethi"Customer Satisfaction and Loyalty in Online and Offline Environment" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-2 | Issue-5 , August 2018, URL: http://www.ijtsrd.com/papers/ijtsrd14164.pdf http://www.ijtsrd.com/management/marketing/14164/customer-satisfaction-and-loyalty-in-online-and-offline-environment/arushi-garg-sethi

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