A Study on Customer Experience and Satisfaction with E-Commerce Platforms for Pet Food

Abstract

This research explores the multifaceted dimensions of customer experience and satisfaction in the context of e-commerce platforms that specialize in pet food, with a focused case study. As the digital transformation of consumer markets accelerates, businesses must align their strategies with evolving customer expectations and behaviour. In the pet food industry, which combines emotional attachment with health and nutritional considerations, ensuring high customer satisfaction is both a necessity and a competitive differentiator. E-commerce platforms are increasingly becoming the goto choice for pet owners seeking convenience, variety, and value-added services. However, success in this domain is contingent upon the quality of service provided, user interface, product variety, support services, and delivery experience.This study employs a structured research approach using questionnaires and statistical tools such as ANOVA, Correlation, and Independent Samples T-Test to analyse data from 116 participants. Respondents were selected through convenience sampling and represented diverse demographics. The results highlight the significant impact of electronic service quality (E-SQ) on overall satisfaction. Key drivers included ease of website navigation, prompt customer service, order fulfilment efficiency, and the availability of specialized pet food.In addition to identifying these drivers, the study examines consumer preferences, pain points during online transactions, and customer expectations for digital improvement. The research proposes actionable recommendations including enhancing UI/UX design, offering tailored product lines, and providing Realtime customer interaction support. The conclusion emphasizes that understanding and meeting the needs of pet owners can significantly boost loyalty, retention, and brand equity in the digital marketplace.

Introduction

The evolution of digital technology has transformed the e-commerce landscape, particularly in pet care, where consumer expectations for convenience, seamless digital experience, and high-quality service have intensified. A leading Indian pet food company serves as a case study for how e-commerce platforms must evolve to meet these new demands. Key areas of focus include product quality, user-friendly platforms, trust-building, and after-sales support.

Literature Review

Existing research (e.g., Parasuraman et al.’s E-S-QUAL and Anderson & Srinivasan’s work on e-loyalty) highlights that efficiency, reliability, emotional connection, and personalized service strongly impact online satisfaction. Features such as intuitive interfaces, live chat, and gamification also enhance user engagement.

Results

Survey data show:

• Majority of users are aged 25–40 and spend ?1000–?3000 monthly on pet food.

• 48.3% shop online monthly; Amazon and Flipkart are top platforms.

• Satisfaction is highly influenced by ease of navigation, fast delivery, and packaging.

• Strong correlations were found between satisfaction and navigation (r=0.68), delivery (r=0.52), and support (r=0.45).

• Income level and pet type significantly affected satisfaction.

Suggestions

1. Redesign the UI for better navigation.

2. Offer specialized, vet-approved products.

3. Introduce subscription-based services.

4. Enhance customer support with 24/7 multilingual options.

5. Improve delivery logistics and packaging.

6. Use content marketing to engage and educate.

7. Implement real-time feedback systems.

Conclusion

This study underscores the growing importance of digital service quality in determining customer satisfaction in the pet food industry. While excelling in product quality, must optimize its e-commerce platform to meet rising consumer expectations shaped by convenience, speed, and personalization. The findings affirm that factors like platform usability, product discovery ease, delivery efficiency, and support responsiveness directly impact user satisfaction. In a competitive market, these elements are critical in differentiating the brand and building customer loyalty.The study concludes that a holistic, user-centric approach to e-commerce one that combines product excellence with superior digital experiencewill empower to thrive in the digitalfirst pet care landscape.

References

[1] Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-QUAL: A scale for assessing electronic service quality. Journal of Service Research. [2] Anderson, R. E., & Srinivasan, S. S. (2003). E?satisfaction and e?loyalty: A contingency framework. Psychology & Marketing. [3] Xu, X., & Jackson, J. E. (2019). Customer satisfaction and loyalty in online pet food purchases. Int. Journal of Online Marketing. [4] Ho, C. H., & Chen, S. C. (2020). Pet owners\' satisfaction with e-commerce platforms. Journal of Consumer Behaviour. [5] Kim, J., Jin, B., & Swinney, J. L. (2009). E-trust and e-loyalty in online retailing. Journal of Retailing and Consumer Services. [6] Chiu, C. M., et al. (2009). Repurchase intention in online shopping. Online Information Review. [7] DeLone, W. H., & McLean, E. R. (2003). The DeLone and McLean model of information systems success. Journal of MIS. [8] Lee, J., & Choi, H. (2021). The role of social support in online learning. Online Learning Journal.

Copyright

Copyright © 2025 Dr. R. Sankar Ganesh, Saadhika K. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.