Online shopping is becoming increasingly popular in India. With the rapid growth of this sector, it is important for e-tailers to understand various factors affecting the purchase decision of customers. The purpose of this study is to understand the effect of e-tailer service and support system on customer satisfaction in an online environment. The paper attempts to identify the various forms of services provided by an e-tailer and to check if there is any relationship between customer characteristics and their satisfaction with these services. Based on an extensive literature review, factors affecting online purchase intentions, antecedents of service quality and consumer attitudes were identified and a structured questionnaire was prepared. The data was collected through the survey of 100 respondents in Bareilly region of Uttar Pradesh. The findings of the study indicate that customer satisfaction with various services of an e-tailer is not significantly related to their gender, education, age and income. Their overall satisfaction with the e-tailers’ services was found to be related to their future recommendation about online shopping to others. The framework of the study enhances understanding of the factors affecting customer online shopping behavior, helps in profiling typical Indian online shoppers and may help e-marketers to develop more specific marketing strategies to increase e-commerce sales.

Internet shopping has been widely accepted as a way of purchasing products and services. Online shopping has grown leaps and bounds in India over the past five years or so. Earlier, it was a rarity, but now e-tailing has touched every online citizen’s life, be it men or women of India, be it a person from a metro or a person from a tier-3 city.

Online shopping or e-shopping is a form of electronic commerce which allows consumers to directly buy goods or services from a seller over the Internet using a web browser. Alternate names are: e-tailing, e-web-store, e-shop, e-store, Internet shop, web-shop, web-store, online-store, online storefront and virtual store. A person can purchase anything online—from groceries and greeting cards to cell phones and ringtones for the cell phones, everything can be purchased online. While most people still find it more convenient to buy their groceries from the neighborhood shop, many people are purchasing it over the Internet. Online shopping provides the consumer with more information and choices to compare product and price. Online shopping provides more satisfaction to modern consumers seeking convenience and speed.

Marketing Management,e-Shopping Behavior of Customer, Impact of Service Parameters, Customers’ Demographic Characteristics, Satisfaction with e-Tailers with Special Reference to Bareilly City.