Evaluating e-Customers’ Satisfaction in B2C e-Commerce: the Case of Macedonian Students

Abstract

Abstract. The rapid development and adoption of information and communication technologies (ICTs), especially the vast proliferation of Internet and Web 2.0 paradigm in the recent years, have profoundly transformed the traditional ways of doing businesses worldwide. Going virtual has offered the companies many new possibilities, but it has also revealed many potential obstacles that have imposed new business strategies. Beyond any doubt, creating satisfied e-Customers, who will generate more e-Customers, is the best business strategy of all for online companies. Satisfied e-Customers are the key premise to attracting new e-Customers and then retaining them on a long term, the two most important aspects of doing business online. In that context, the paper highlights some results of an online survey, conducted among college students in the Republic of Macedonia, regarding their perceived levels of satisfaction vis-à-vis their B2C e-Commerce purchasing experiences. The statistical analysis of the survey results is based on the appliance of elements of descriptive and inferential statistics, as well as linear correlation and factor analysis. As such, the aim of the paper is to provide a profound knowledge and understanding of how Macedonian college students evaluate their online shopping experiences.

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