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VOL. 9, ISSUE 3 (2024)
A study on impact of digital service channels on consumer satisfaction: A mediating role of age, gender and education
Authors
Dr. Naveen Kumar Singh, Dr. Abhishek Mishra
Abstract
The evolution of technology has ushered in a new era of communication
between businesses and consumers, offering an array of digital channels to influence
consumer behavior. This study aims to delve into the intricate relationship
between these digital service channels and customer satisfaction while
exploring how demographic variables moderate this relationship. By surveying
189 consumers residing in Delhi NCR, it was discovered that digital service
channels, particularly those characterized by ease of use, convenience, and
personalization, significantly enhance customer satisfaction. However, the
impact of these channels varies depending on demographic factors such as age,
gender, and education, suggesting a nuanced interplay between technology and
individual characteristics. This study sheds light on an often-overlooked
aspect in existing literature, where the role of demographics was sidelined in discussions
surrounding digital service channels. By highlighting the moderating influence
of demographic variables, this research underscores the need for businesses and
policymakers to adopt a more tailored and inclusive approach to their consumer
engagement strategies. The insights gleaned from this study have practical
implications for both businesses and government entities, offering valuable
guidance in developing consumer-centric policies and initiatives. Ultimately,
this research contributes to a deeper understanding of the dynamic interplay
between technology, demographics, and customer satisfaction in the digital age.
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Pages:19-26
How to cite this article:
Dr. Naveen Kumar Singh, Dr. Abhishek Mishra "A study on impact of digital service channels on consumer satisfaction: A mediating role of age, gender and education". International Journal of Advanced Research and Development, Vol 9, Issue 3, 2024, Pages 19-26
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