e-Shopping Experience in e-Tail Market

Survival of fittest and fastest is the mantra of today's business game. In the modern e-Business era, the retailer must focus on the customer's e-Tailing experience to survive in the e-World. To focus an e-Customer's experience towards e-Tailing, the retailers should understand what “e-Tailing” actually means. e-Retailing 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. e-Tailing can be referred as e-web store, e-Shop, e-Store, Internet shop, web-shop, web-store, online store, and virtual store. On the other hand, e-Customer Experience Management is a strategy that focuses the operations and processes of an e-Business around the needs of the individual e-Customer. It represents a strategy that results in a win–win value exchange between the e-Tailer and their e-Customers. The goal of e-Customer experience management is to move customers from satisfied to loyal and then from loyal to advocate. This paper focuses on the role of macro factors influencing e-Customers to make e-Shopping and how they can shape e-Customer experiences and behaviors. As a result, e-Store information quality, e-Shopping cost, e-Store design quality, e-Privacy/security, e-Customer service and e-Delivery service quality are found as the macro factors influencing e-Customers towards e-Tailing.