CUSTOMER SATISFACTION IN E-COMMERCE COMPANIES IN RANCHI, JHARKHAND

Abstract

This study investigates customer satisfaction in e-commerce companies operating in Ranchi, Jharkhand, a rapidly growing regional market within India’s digital economy. As online retail expands, understanding the determinants of customer satisfaction becomes pivotal for sustaining competitive advantage, enhancing service quality, and fostering long-term customer loyalty. The primary objectives of this research are to: (i) examine the overall level of customer satisfaction with major e-commerce platforms used in  Ranchi; (ii) identify key factors influencing satisfaction, such as product quality, website usability, delivery services, customer support, and pricing; and (iii) compare satisfaction levels across leading platforms including Amazon, Flipkart, Meesho, and Ajio. A mixed-methods research design was adopted. Quantitative data were collected through a structured questionnaire administered to 300 respondents who had made at least one e commerce purchase in the previous six months. Qualitative insights were obtained from semi-structured interviews with 20 frequent online shoppers. Descriptive statistics, correlation analysis, and one-way ANOVA were used to analyse the survey data, while thematic analysis was employed for interview responses. The findings reveal that overall customer satisfaction with e-commerce services in Ranchi is moderate, with notable variation between platforms. Product quality, delivery reliability, and ease of return/refund procedures emerged as the strongest predictors of satisfaction, followed by website usability and perceived price fairness. Amazon and Flipkart recorded relatively higher satisfaction levels compared to Meesho and Ajio, particularly in terms of delivery performance and customer support. The study concludes that e-commerce firms aspiring to strengthen their position in semi-urban markets like Ranchi must invest in logistics optimisation, user-friendly interfaces, and responsive customer service systems. Theoretically, the study contributes to the service quality and customer satisfaction literature by contextualising e commerce behaviour in a Tier-2 Indian city. Practically, it offers evidence-based recommendations for e-commerce managers seeking to enhance customer experience, retention, and word-of-mouth in emerging markets.