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.
Highlights
Customer satisfaction is one of the main topics in marketing, psychology, and consumer research
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
Researchers argue that customer satisfaction is the result of a customer’s observation of the value received from the product or service what is expected in buying decision and needs associated with the buying
Summary
Customer satisfaction is one of the main topics in marketing, psychology, and consumer research. Due to the rapid growth of online shopping in Malaysia it is emphasizes the importance of focusing customer satisfaction issue while developing online retail store. Researcher like Garver and Gagnon (2002) show that market orientation and customer satisfaction have direct relationship between customer satisfaction and organizational performance In this competitive online business environment, it is important for the online retail stores to know how to satisfy their customers. Other researchers identified customer behavior and satisfaction differ in different culture, logistics and credit context (David, 2007; Sharma et al, 1995; Gentry, 1982) This justified that examine the factors of online shopping customer satisfaction in Malaysia may be different from that of other countries. There is a dearth of research on online shopping customer satisfaction on Malaysian context, so little known about the variable of Malaysian online shopping customer shopping
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