Abstract
Customer experiences with shopping have been found to vary across different national cultures. However, few empirical studies have examined the differences in the relationship of customer satisfaction in online shopping with its determinants across national cultures. This study employs Hofstede's cultural values to examine the relative influence of the determinants of customer satisfaction in online shopping across the US and South Korea. The results indicate that the levels of relationship of customer satisfaction with its determinants were influenced by national cultures. For example, time saved was found to be a more important factor for customer satisfaction for US customers, compared to Korean customers. Website aesthetic quality, risk, and customer support were found to be more critical factors for Korean customer satisfaction. The results of the study will be useful in understanding the role of culture in customer satisfaction and help provide guidelines for developing online stores with a global reach.
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