The current study aims to better understand the various components that influence customer satisfaction and E-service quality, such as responsiveness, reliability, tangibility, assurance, & empathy. The current study is an attempt to identify the factors or antecedents affecting retailers. It was also observed that very little study has been conducted in India on impact of e-service quality on E-WOM & customer satisfaction in chosen retail shops. Currently, the Indian retail industry is very dynamic, digitalized, and competitive. As a result, this antecedent prompts researchers to do an investigation or examination on variables such as E-WOM, customer happiness, and e-service quality. The IMPA model strengthens relationship b/w e-service quality & client happiness. This clearly indicates that if the eservice quality is increased beyond the goal variable, customer happiness will skyrocket. On the other hand, decreasing customer satisfaction in the variable typically has a smaller influence or consequence on the desired target variable. So, e-retailers must be equipped with all new methods for improving outcomes
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