Improving Online Customer Satisfaction: A Study on Biba

Camilo PÃ©rez-Restrepo; Carolina Ardila LÃ³pez; Padmalini Singh; Ana Maria Restrepo Ochoa; Daniela Villegas Ceballos; Geeta Dilip Tilekar; Rishikaysh Kaakandikar; Mohamed Saifuddin F

doi:10.32535/ijafap.v4i3.1209

Improving Online Customer Satisfaction: A Study on Biba

Camilo PÃ©rez-Restrepo, Carolina Ardila LÃ³pez, Padmalini Singh, Ana Maria Restrepo Ochoa, Daniela Villegas Ceballos, Geeta Dilip Tilekar, Rishikaysh Kaakandikar, Mohamed Saifuddin F

Abstract

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 modelsâ€™ catalog.

Full Text:

PDF

References

Apple Inc. (2021). Support. Retrieved from https://developer.apple.com/support/purchase- activation/

Ashman, R., & Vazquez, D. (2012). Simulating attachment to pureâ€play fashion retailers. Retrieved from https://www- emeraldcom.ezproxy.eafit.edu.co/insight/content/doi/10.1108/09590551211274955/full/html

Balague, C., & Zhao, Z. (2015). Designing branded mobile apps, fundamentals and recommendations. Retrieved from https://www.sciencedirect.com/science/article/pii/S0007681315000051

Biba (2021). Biba. Retrieved from https://www.biba.in

Blankson, C., & Kalafatis S.P. (2004). The development and validation of a scale measuring consumer/customer-derived generic typology of positioning strategies. Journal of Marketing Management, 20(1-2), 5-43.

Brownbridge, K., Gill, S., Grogan, S., Kilgariff, S., & Whalley, A. (2018). Fashion misfit: Womenâ€™s dissatisfaction and its implications. Retrieved from https://www-emerald- com.ezproxy.eafit.edu.co/insight/content/doi/10.1108/JFMM-05-2017-0050/full/html#sec006

Chen, J. V., Thu Tran, S. T., & Le, H. T. (2021). Understanding automated conversational agent as a decision aid: matching agent's conversation with customer's shopping task. Retrieved from https://www-emerald-com.ezproxy.eafit.edu.co/insight/content/doi/10.1108/INTR-11-2019- 0447/full/html

Craigmile, N. (2015). Cost to build a mobile app: A Survey. Retrieved from https://clutch.co/app-developers/resources/cost-build-mobile-app-survey-2015

Dignan, L. (2020). Mobile app usage booms during COVID-19 says App Annie. Retrieved from https://www.zdnet.com/article/mobile-app-usage-booms-during-covid-19-says-app- annie/

Edirisinghe, D., Nazarian, A., Foroudi, P., & Lindridge, A. (2020). Establishing psychological relationship between female customers and retailers: A study of the small- to medium-scale clothing retail industry. Retrieved from https://www-emerald- com.ezproxy.eafit.edu.co/insight/content/doi/10.1108/QMR-12-2017-0167/full/html

Gommans, M., Krishnan, K., & Scheffold, K. (2001). From brand loyalty to e-loyalty: A conceptual framework. Journal of Economic and Social Research, 3(1), 43-58.

Google. (2021). How to use play console. Retrieved from https://support.google.com/googleplay/android-developer/answer/6112435#zippy=%2Cstep-pay- registration-fee

HernÃ¡ndez, B., JimÃ©nez, J., & JosÃ© MartÃn, M. (2011). Age, gender and income: Do they really moderate online shopping behavior?. Online Information Review, 35(1), 113-133.

Husain, S., Ghufran, A., & Chaubey, D. (2016). Relevance of social media in marketing and advertising. Splint International Journal of Professionals, 3(7), 21.

Kim, E. Y., & Kim , Y.â€K. (2004). Predicting online purchase intentions for clothing products. European Journal of Marketing, 38, 883-897.

Kim, J. -H., Kim, M., Yoo, J., & Park, M. (2021). Consumer decision-making in a retail store: The role of mental imagery and gender difference. International Journal of Retail & Distribution Management, 49(3), 421-445.

Koch, J., Frommeyer, B., & Schewe, G. (2020). Online shopping motives during the COVID-19 Pandemic â€” Lessons from the crisis. Sustainability, 12(24), 10247.

Kosslyn, S. M., Ganis, G., & Thompson, W. L. (2001). Neural foundations of imagery. Nature Reviews Neuroscience, 2(9), 635-642.

Kotler, P. (1994). Marketing management. Analysis, planning, implementation, and control (8th ed.). Englewood Cliffs, NJ: Prentice-Hall.

MacInnis, D. J., & Price, L. L. (1987). The role of imagery in information processing: review and extensions. Journal of Consumer Research, 13(4), 473-491.

Nair, R. K., Sinha, R., Crasto, S. G., Kian, K. W., Kee, D. M. H, Shamin Athirah Abdullah, . . . Ganatra, V. (2021). The effect of Starbucks marketing campaigns on consumer buying behaviour. Asia pacific journal of management and education, 4(1), 72-81.

Oinas-Kukkonen, H., Oinas, H., Kurkela, V., & Oy, A. (2003). Developing successful mobile applications. reason, 394, 054.

Overmars, S., & Poels, K. (2015). How product presentation shapes virtual experiences and re-patronage intentions: The role of mental imagery processing and experiential value. International Review of Retail Distribution and Consumer Research, 25(3), 236-259.

Pandey, R., Sin, L. G., Agnihotri, S., Chaudhary, U., Tiffany, N., Usamah, A., . . . Zulfaqar, M. (2021). Changes and Development in Marketing and Strategies - Study on ASUS Computer Inc. Journal of the Community Development in Asia, 4(1), 66-77.

Ries, A., & Trout, J. (1986). Marketing warfare. Journal of Consumer Marketing, 3(4), 77- 82.

Schlosser, A. E. (2003). Experiencing products in the virtual world: The role of goal and imagery in influencing attitudes versus purchase intentions. Journal of Consumer Research, 30(2), 184-198.

Bigcommerce. Top 14 Ecommerce Trends in 2021 (+ Industry Expertsâ€™ Insight). Retrieved 23 May 2021 from https://www.bigcommerce.com/articles/ecommerce/ecommerce-trends/#14-ecommerce-trends- leading-the-way

Turambi, R. D., & Wuryaningrat, N. F. (2020). Panic buying perception in Walian Satu Sub-District, Tomohon City. International Journal of Applied Business and International Management, 1-7.

Yoo, J., & Kim, M. (2014). The effects of online product presentation on consumer responses: a mental imagery perspective. Journal of Business Research, 67(11), 2464-2472.

DOI: https://doi.org/10.32535/ijafap.v4i3.1209

Refbacks

There are currently no refbacks.

Copyright (c) 2021 Camilo PÃ©rez-Restrepo, Carolina Ardila LÃ³pez, Padmalini Singh, Ana Maria Restrepo Ochoa, Daniela Villegas Ceballos, Geeta Dilip Tilekar, Rishikaysh Kaakandikar, Mohamed Saifuddin F