Transforming E-Commerce: Harnessing Customer Feedback to Elevate Product and Service Excellence

Abstract

This study explores the gaps between customer expectations and experiences with myntra, a leading indian fashion e-commerce platform, and examines the effectiveness of its grievance redressal system in fostering customer loyalty. Employing a survey method, the research uses quantitative techniques, including a structured survey of 60 Myntra users and statistical analysis, to identify key drivers of customer satisfaction. A paired samples test revealed a significant gap between customer expectations and experiences (p=0.015), highlighting areas where service delivery falls short. Additionally, the chi-square test suggested there is no relationship between effective grievance handling and improved customer loyalty (p=0.084). Key findings include associations between service satisfaction (timely delivery, product quality, and customer support) and the likelihood of repeat purchases. Recommendations to myntra include enhancing product quality, optimizing delivery systems, improving customer support, and strengthening grievance redressal mechanisms. These findings provide actionable insights for myntra to refine its services and maintain its competitive edge in the fashion e-commerce market.