Analyzing customer satisfaction: users perspective towards online shopping

Abstract

Purpose This study aims to identify and analyse the key determinants influencing customer satisfaction towards online shopping in India. Design/methodology/approach The literature concerning major attributes of website functionality, perceived usability, perceived usefulness and customer satisfaction in online retailing were reviewed. Data were collected from 365 respondents active in online shopping for examining the constructs. The model was empirically tested using structural equation modelling. Findings The findings of the study reveal that perceived usefulness and website functionality have a positive impact on customer satisfaction, whereas perceived usability had a significant but negative impact on customer satisfaction. Practical implications This research will help online retailers to attract and motivate new customers for online shopping and existing customers to extend it in their daily purchase. Online retailers can improve post purchase satisfaction and eventually increase online customers. Originality/value This is one of the preliminary study dealing with customer satisfaction towards online retailing in India. The scale has been extended to include items like satisfaction with cash on delivery mode of payment not included in previous scales. The scale of perceived usefulness has also been deepened by adding time performance, product performance and promotional performance.

Customer Satisfaction towards Online Shopping in Sri Lanka: Moderating Effect of Income Level

“…The results of this study are consisted with the previous studies of Abdeldayem [5], Tandon [13] and Kumar [7]. According to the findings of this study researcher identified that convenience have significant influence on the customer satisfaction on online shopping in the Sri Lankan context.…”

“…This is might be the results of the 24 hours service, fast delivery, availability of detailed information and similarity for the physical market place and etc. In the study of Tandon [13] identified that website functionality has positive impact on customer satisfaction on online shopping in Indian context. When consider about the Sri Lankan context, this study also identified that website functionality has significant influence on customer satisfaction.…”

“…Tandon [13] analyzed the customer satisfaction by user's perspective toward the online shopping in India. The study revealed that perceived usefulness and website functionality have a positive impact on customer satisfaction, whereas perceived usability had a significant but negative impact on customer satisfaction.…”

The Impact of Shopping Values on Intention of Online Travel purchase for Mature Consumers: a Mediated Moderation Model

“…Theoretically, this study in line with pervious findings in the literature (Sakar, 2011;Özen&Kodaz, 2016;Fang, Wen, George, &Prybutok, 2016;Mohseni, Jayashree, Rezaei, Kasim, &Okumus, 2018) validates that both shopping value and satisfaction are effective in determining the purchase intention. Several research further indicates that shopping value lead to satisfaction of online shopping consumers and somehow direct or indirect significantly promote their purchase intention (Arshad, Mahmood, Siddiqui, & Tahir, 2014;Akhondi, &Kafashpor, 2016;Tandon, Kiran, &Sah, 2017). Findings from this study reveal that matured consumers' satisfaction acts as an important mediator partially mediated the relationship between shopping value and purchase intention (see Fig2).…”

The Effect of Perceived Risk on Repurchase Intention of Online Shopping Mediated By Customer Satisfaction in Indonesia

“…According to Chung and Shin [24] the decision of customers to continue or discontinue their relationship with the product or service it is highly dependent on customer satisfaction. In an e-commerce environment, customer satisfaction impacts on retaining old customers and introducing new customers [25]. Alam and Yasin [26] recognize website design, reliability, product variety and delivery performance as an important antecedent of customer satisfaction in online shopping.…”