Customer Satisfaction in Online Shopping during the Covid-19 Pandemic : An Empirical Study on College-Going Students

Abstract

The present study will explore the online shopping factors and their respective effects on customer satisfaction in online shopping during the COVID-19 pandemic. For this, 207 responses from college-going students are analyzed using the multiple regression method. The findings show that “product assortment”, “website security”, “customer trust”, and “website design” affect customer satisfaction in online shopping. Product assortment significantly impacts customer satisfaction in online shopping [due to the highest beta coefficient (β = 0.405)]. Next, “website security”, “customer trust” and “website design” affect customer satisfaction [according to their respective beta coefficients (β = 0.256, β = 0.152, and β = 0.113)] in online purchases. The study’s findings will help online sellers to strategically design the online shopping dimension that creates customer satisfaction.