Factors Affecting Customer Satisfaction In Online Shopping: An Analysis Of Convenience, Trust, Service Quality, Privacy, And Security

Abstract

Customer satisfaction is an overall attitude formed based on the experience after customers purchase a product or use a service (Fornell, 1992). The research in hand is a study of customer satisfaction with respect to online shopping. A satisfied customer is an angel for online retailers who can boost the profitability of the firm. Satisfied customers bring out the potential value to the company in the form of long-term customer relationship management.

There are various factors which influence customer satisfaction. The basic objective behind this study is to understand the various factors influencing customer satisfaction in Online Shopping. Respondents for this study were millennials studying in the educational institutions and academicians working in government and private institutions in the Tricity (Chandigarh, Mohali and Panchkula) with the sample size of 503 respondents. The statistical analysis of the data collected was done through ANOVA, Correlation and regression using SPSS 22. The findings revealed that convenience, privacy, security, service quality, and trust were all found to significantly impact online customer satisfaction. It is noteworthy that all the factors exhibited varying degrees of correlation with online satisfaction.