What is it about?
Purpose This study aims to identify and analyse the key determinants influencing customer satisfaction towards online shopping in India. Design/methodology/approach The literature concerning major attributes of website functionality, perceived usability, perceived usefulness and customer satisfaction in online retailing were reviewed. Data were collected from 365 respondents active in online shopping for examining the constructs. The model was empirically tested using structural equation modelling. Findings The findings of the study reveal that perceived usefulness and website functionality have a positive impact on customer satisfaction, whereas perceived usability had a significant but negative impact on customer satisfaction.
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Why is it important?
This research will help online retailers to attract and motivate new customers for online shopping and existing customers to extend it in their daily purchase. Online retailers can improve post purchase satisfaction and eventually increase online customers.
Perspectives
Writing this article was a great learning experience as it also analyzed and validated a new perspective COD mode of payment for the first time.
Dr Urvashi Tandon
Maharaja Agrasen University
Read the Original
This page is a summary of: Analyzing customer satisfaction: users perspective towards online shopping, Nankai Business Review International, August 2017, Emerald,
DOI: 10.1108/nbri-04-2016-0012.
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