International Journal of Accounting & Finance in Asia Pasific
Vol 4, No 3 (2021): October 2021

Improving Online Customer Satisfaction: A Study on Biba

Pérez-Restrepo, Camilo (Unknown)
López, Carolina Ardila (Unknown)
Singh, Padmalini (Unknown)
Ochoa, Ana Maria Restrepo (Unknown)
Ceballos, Daniela Villegas (Unknown)
Tilekar, Geeta Dilip (Unknown)
Kaakandikar, Rishikaysh (Unknown)
F, Mohamed Saifuddin (Unknown)

Article Info

Publish Date
19 Oct 2021

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 models’ catalog.

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Journal Info
International Journal of Accounting & Finance in Asia Pasific
Website

Abbrev

IJAFAP

Publisher

AIBPM Publisher

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

IJAFAP aims to feature narrative, theoretical, and empirical-based research articles within the abovementioned fields. The journal welcomes articles relating to the current issues of financial decision making as well as its impact on society. IJAFAP carries out the mission to feature narrative, ...