CUSTOMER SATISFACTION TOWARD ONLINE MARKETING-AN EMPIRICAL STUDY

The online marketing is one of the most interesting topics especially for researchers in the marketing field. It is a modern way of marketing a product or service to the targeted market around the world. This paper is an attempt to analyze customer satisfaction level in internet marketing. The primary goal of this research is to analyze the customer satisfaction of the online customers in cuddalore customer. The theoretical framework discusses in brief about the effects of customer retention on customer satisfaction. To understand the customer satisfaction level of online cuddalore customer shoppers, we pursued with the collection of quantitative data with the help of online survey. From marketing and strategic point of view we will point out those factors that might affect the customers, while purchasing goods online. International Journal of World Research, Vol: I Issue XXXIV, October 2016, Print ISSN: 2347-937X www.apjor. com Page 73 INTRODUCTION Internet and the World Wide Web have amended the business competitions and tailored the Business-to-Consumer (B2C) relationship by introducing an innovative retailing platform that provides for electronic one-on-one communication with the customers. The Internet possesses a capability of revolutionizing the business conventional format and the customer service experience in many ways. In the era of globalization and with the wonderful expansion of the Internet, various businesses have globalized their sales and marketing efforts for their products and services all through the net. Over the decades maximum business organizations have been providing various products like books, hardware, software, toys, household appliances etc to their customers through online. Online shopping is the process of buying and selling of the goods and services through online. It includes transferring of funds online, supply chain management, marketing over internet. It is the use of technology for better marketing performance. Through online shopping different type of business and organizations has gained a tremendous opportunity to increase their sale and to maintain a direct relationship with its customers. The increasing use of internet by the young generation in India provides an emerging prospect for online retailers. Unlike traditional marketing, online marketing has many advantages like global reach, availability of wide variety and cheaper products, if online retailers know the factors affecting Indian consumer‟s buying behaviour they can further develop their marketing strategies to convert potential customers into active ones. Customer satisfaction is the key factor for customer retention and acquisition in online shopping system. CUSTOMER SATISFACTION Customer satisfaction is a critical issue in the success of any business system, traditional or online. In a turbulent commercial environment, in order to sustain the growth and market share, companies need to understand how to satisfy customers, since customer satisfaction is critical for establishing long term client relationships. It is evidenced by the fact that over the last five years, customer satisfaction surveys have become common in many financial institutions. Thus a fundamental understanding of factors impacting customer satisfaction is of great importance to business. ONLINE MARKETING Online marketing refers to a set of powerful tools and methodologies used for promoting products and services through the Internet. Online marketing includes a wider range of marketing elements than traditional business marketing due to the extra channels and marketing mechanisms available on the Internet. TYPES OF INTERNET MARKETING There are several types of internet marketing, some which work alone, which work in conjunction with others. Here are some types of internet marketing. Search Engine Optimizer Search engine optimizer or SEO for short, is possible for popular search engine to index a website and boost it up to the top of the result page.  He should revise the structure of website, web pages or blog.  He should correct the errors.  He should develop his own content.  He should manage online campaign. Social Media Marketing Social media marketing (SMM) is the process of gaining website traffic or attention through social media sites. The goal of SMM is to produce content that users will share with their social network to help a company increase brand exposure and broaden customer reach. The use of social media services to garner attention and website traffic is gaining just as much popularity as the networks themselves.  Listening: Know when to engage  Sharing: Turn your buyers into salesmen  Measuring: Track ROI in social