Current Volume 9
Abstract
E-commerce has fundamentally altered consumer purchasing behaviour in India, with Amazon emerging as a dominant online retail platform. While existing research has concentrated on metropolitan markets, consumer satisfaction in Tier-2 cities such as Coimbatore remains understudied. This study investigates customer satisfaction towards Amazon services in Coimbatore District, Tamil Nadu, across eight service quality dimensions. A descriptive research design was adopted, with primary data collected from 100 respondents via a structured questionnaire in April 2026. Weighted mean analysis revealed that App/Website Usability (WM = 3.84) and Price Reasonableness (WM = 3.55) were the strongest service dimensions. Delivery Timeliness recorded a critically low mean of 2.23, driven primarily by rural and semi-urban respondents, indicating structural last-mile logistics deficiencies. Overall, 74% of respondents reported high satisfaction and 94% indicated willingness to recommend Amazon. One-Way ANOVA confirmed that age significantly moderates satisfaction (F = 4.38, p = 0.006); gender did not (χ² p = 0.179). Pearson Correlation revealed no significant relationship between delivery satisfaction and overall satisfaction (r = −0.125, p = 0.214), confirming that platform-level factors outweigh logistics in overall satisfaction formation.
Keywords
Customer Satisfaction, E-Commerce, Amazon India, Coimbatore District, Service Quality, Delivery, Weighted Mean, ANOVA
Citations
IRE Journals:
Dihanth Vishnu P T, Dr. A. Jayanthi "A Study on Customer Satisfaction Towards Amazon Services in Coimbatore District" Iconic Research And Engineering Journals Volume 9 Issue 11 2026 Page 668-673 https://doi.org/10.64388/IREV9I11-1717445
IEEE:
Dihanth Vishnu P T, Dr. A. Jayanthi
"A Study on Customer Satisfaction Towards Amazon Services in Coimbatore District" Iconic Research And Engineering Journals, 9(11) https://doi.org/10.64388/IREV9I11-1717445
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