Customer Satisfaction in Online Shopping in Growing Markets: An Empirical Study

Customer Satisfaction in Online Shopping in Growing Markets: An Empirical Study

Syed Shah Alam (MAHSA University, Jenjarom, Selangor, Malaysia), Mohd Helmi Ali (Universiti Kebangsaan Malaysia, Bangi, Malaysia), Nor Asiah Omar (Universiti Kebangsaan Malaysia, Bangi, Malaysia) and Wan Mohd Hirwani Wan Hussain (Universiti Kebangsaan Malaysia, Bangi, Malaysia)
DOI: 10.4018/978-1-7998-8957-1.ch093
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Abstract

The aim of this study is to examine the factors affecting customer satisfaction in online shopping. The conceptual model for this study was developed based on the previous research in the online shopping context. In this research, ten hypotheses on factors affecting customer satisfaction in online shopping are outlined with empirical data from 337 respondents. Data was collected through a Google form. The regression results show that customer service, information quality, response time, transaction capability, delivery, merchandise attributes, security/privacy, convenient payment method, and price have significant positive influence on customer satisfaction in online shopping. From a managerial viewpoint, this study results provide support for investment decisions for customer satisfaction from online retailers in Malaysia.
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Problem Statement

The rapid growth of online retail stores creates new era of competition. It is important for the online retailers to differentiate themselves from one to another and to become market leader they need present themselves well to consumers. On the other hand, online consumers claimed that they are still unsatisfied with their buying experiences through online. The main reason is that consumers are unsatisfied because they do not have enough and actual information during their purchasing time. Due to aggressive competition in online retailing context it is crucial for the online retailers to identify the factors that affects their satisfaction level of online consumers. Thus, the main intention of this research is to examine the factors that affecting satisfaction of Malaysian online consumers.

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