ONLINE CUSTOMER ENGAGEMENT AND RELATIONSHIP BETWEEN SOCIAL MEDIA AND ONLINE SHOPPING

1Satya Narayan Mahapatra, Prince Kumar

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Abstract:

This study assesses 521 respondents about the frequency of purchases from the top online shopping platform. Analyses the negative experience and customer engagement towards the review perception and other online connects between customer and brand such as social media. Customers are asked to rank the significant aspects/features related to online shopping engagement. Among six, the easy return policy is considered as the number one priority by the majority of the customers. Faster responses to the queries, complains, and other related concerns are ranked six by the majority. If a customer has gone through a bad or negative experience with the brand, more than 9% of the respondents will write about the experience on the brand's platform and social media platform, which shows excellent opportunity for strong engagement bond which leads to higher customer lifetime value.

Keywords:

Customer Engagement, Social Media, Online Shopping, Negative Experience and customer engagement. Customer lifetime value.

Paper Details
Month3
Year2020
Volume24
IssueIssue 3
Pages4252-4262