Abstract
The purpose of this study is to find the key factors affecting customer satisfaction in online shopping in Sri Lanka. The main objective of this study is to find the Factors affecting customer satisfaction in online shopping in Sri Lanka. Examining the impact of Product quality, product price, convenience, Delivery service, Payment methods, After-sale service, and Data security on customer satisfaction in online shopping in Sri Lanka is the specific objective. The methodology is carried out by using purposeful sampling strategies to collect data from 365 online customers of nine provinces in Sri Lanka through the use of an online questionnaire. Seven hypotheses were tested using a variety of statistical approaches, such as independent sample t-tests, one-sample tests, and descriptive statistics, as part of a deductive research methodology. After examining the data, it became clear that demographic variables including income, gender, age, and education had no bearing on consumer satisfaction with online purchases. Nevertheless, product quality, convenience, payment methods, after-sale service, and data security were highly significant indicators of online customer satisfaction in Sri Lanka. The study found implications and suggested that online retailers prioritize easy-to-use platforms, premium goods, and practical payment options. It emphasizes how crucial data security and after-sale support are to ensuring client happiness. Improving online customer satisfaction requires addressing difficulties with website accessibility, order fulfillment inaccuracies, inconsistent product availability, order processing times, and return policy simplification. Future Works have been discovered, but further research is necessary to generalize and expand understanding. Specifically, qualitative investigations are needed to explore changing trends in the dynamic online retail ecosystem of Sri Lanka and to find underlying reasons behind the elements that have been found.
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