Influence of perceived customer satisfaction on on- line shopping experience during the COVID-19 pandemic
Keywords:
Customer Satisfaction, Customer Responses, Online Shopping, COVID-19.Abstract
Purpose:Customer satisfaction is always a great matter of concern for all the sellers and academicians that how the perceived satisfaction level of customers can be judged in case of online shopping. Present study is conducted in order to measure the level and to identify the most important factors which are contributing in measurement of theperceived customer satisfaction level towards online shopping experience during the COVID-19 pandemic.
Research Methodology:Both primary and secondary data are included in the study. Statistical tool (SPSS-21) is used to run a statistical technique factor-analysis to identify most important factors while one way ANOVA is used to find out the significant difference between means of these factors and independence t-test is used to find out the significant difference between the two factors.
Findings:This result showed that convenient and trust of online shopping, online shopping features and benefits, fair functioning, secure payment options, product information, positive online shopping experience and reliability of shopping were most important factors which significantly affect the perceived customers’ satisfaction toward online shopping during COVID- 19 pandemic andit also reveals that the demographic factors taken in the study do not show much of significant difference on satisfaction level of customers.
References
Ahmed, Z., Su, L., Rafique, K., Khan, S., & Jamil, S. (2017). A study on the factors affecting consumer buying behavior towards online shopping in Pakistan Citation. https://doi.org/10.18488/journal.1006/2017.7.2/1006.2.44.56
Alshurideh, M., Masa’deh, R. M. d. T., & Alkurdi, B. (2012). The effect of customer satisfaction upon customer retention in the Jordanian mobile market: An empirical investigation. European Journal of Economics, Finance and Administrative Sciences, 47(47), 69–78.
Alzoubi, H., Alshurideh, M., Kurdi, B. Al, & Inairat, M. (2020). Do perceived service value, quality, price fairness and service recovery shape customer satisfaction and delight? A practical study in the service telecommunication context. Uncertain Supply Chain Management, 8(3), 579–588. https://doi.org/10.5267/j.uscm.2020.2.005
Anderson, E. (2013). Dissatisfaction : The Expectancy Perceived. 10(1), 38–44.
Bei, L.-T., & Chiao, Y.-C. (2001). An Integrated Model for the Effects of Perceived Product, Perceived Service Quality, and Perceived Price Fairness on Consumer Satisfaction and Loyality. Journal of Consumer Satisfaction, 14, 125–140.
Brandtner, P., Darbanian, F., Falatouri, T., & Udokwu, C. (2021). Impact of COVID-19 on the customer end of retail supply chains: A big data analysis of consumer satisfaction. In Sustainability (Switzerland) (Vol. 13, Issue 3, pp. 1–18). https://doi.org/10.3390/su13031464
Brown, R. P. (2003). Measuring Individual Differences in the Tendency to Forgive: Construct Validity and Links with Depression. Personality and Social Psychology Bulletin, 29(6), 759–771. https://doi.org/10.1177/0146167203029006008
Dellaert, B. G. C., & Kahn, B. E. (1999). How tolerable is delay?: Consumers’ evaluations of internet web sites after waiting. Journal of Interactive Marketing, 13(1), 41–54. https://doi.org/10.1002/(SICI)1520-6653(199924)13:1<41::AID-DIR4>3.0.CO;2-S
Dzyabura, D., Jagabathula, S., & Muller, E. (2019). Accounting for discrepancies between online and offline product evaluations. Marketing Science, 38(1), 88–106. https://doi.org/10.1287/mksc.2018.1124
Enrique Garcés Cano, J. (2014). Dialectical Model of Marketing versus Trends and Fashions{1}. Journal of Business and Management Sciences, 2(3), 58–68. https://doi.org/10.12691/jbms-2-3-1
Giao, H. N. K. (2020). Customer satisfaction at Tiki. vn E-commerce platform. Journal of Asian Finance, Economics and Business, 7(4), 173–183. https://doi.org/10.13106/JAFEB.2020.VOL7.NO4.173
Gummerus, J., Liljander, V., Pura, M., & van Riel, A. (2004). Customer loyalty to content-based Web sites: The case of an online health-care service. Journal of Services Marketing, 18, 175–186. https://doi.org/10.1108/08876040410536486
Kassim, N., & Abdullah, N. (2010). The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e-commerce settings: A cross cultural analysis. Asia Pacific Journal of Marketing and Logistics, 22, 351–371. https://doi.org/10.1108/13555851011062269
Kim, S. Y., & Lim, Y. J. (2001). Consumers’ Perceived Importance of and Satisfaction with Internet Shopping. Electronic Markets, 11(3), 148–154. https://doi.org/10.1080/101967801681007988
KPMG LLP. (2016). Omnichannel Retail Survey 2016. 1–20.
Lim, J., & Ayyagari, R. (2018). Investigating the Determinants of Telepresence in the E- Commerce Setting. Computers in Human Behavior, 85.
https://doi.org/10.1016/j.chb.2018.04.024
Malhan & Mohan. et al., (2021). An Empirical Study of Factors Affecting Purchase Intention of College Students About Smartphone Journal, Turkish Online Inquiry, Qualitative. 12(7), 1904–1914.
Mosteller, J., & Poddar, A. (2017). To Share and Protect: Using Regulatory Focus Theory to Examine the Privacy Paradox of Consumers’ Social Media Engagement and Online Privacy Protection Behaviors. Journal of Interactive Marketing, 39, 27–38. https://doi.org/10.1016/j.intmar.2017.02.003
Pantano, E., Pizzi, G., Scarpi, D., & Dennis, C. (2020). Competing during a pandemic? Retailers’ ups and downs during the COVID-19 outbreak. Journal of Business Research, 116(July), 209–213. https://doi.org/10.1016/j.jbusres.2020.05.036
Pizzi, G., Scarpi, D., Pichierri, M., & Vannucci, V. (2019). Virtual reality, real reactions?: Comparing consumers’ perceptions and shopping orientation across physical and virtual- reality retail stores. Computers in Human Behavior, 96(February), 1–12. https://doi.org/10.1016/j.chb.2019.02.008
Reibstein, D. (2002). What Attracts Customers to Online Stores, and What Keeps Them Coming Back? Journal of the Academy of Marketing Science, 30, 465–473. https://doi.org/10.1177/009207002236918
Rowley, J. (1998). Promotion and marketing communications in the information marketplace.
Library Review, 47(8), 383–387. https://doi.org/10.1108/00242539810239543
Salameh, A. A., Hatamleh, A., Azim, M. S., & Kanaan, A. G. (2020). Customer oriented determinants of e-crm success factors. Uncertain Supply Chain Management, 8(4), 713– 720. https://doi.org/10.5267/j.uscm.2020.8.001
Sohn, C., & Tadisina, S. (2008). Development of e-service quality measure for internet-based financial institutions. Total Quality Management, 19, 903–918.
https://doi.org/10.1080/14783360802224412
Tran, V. D. (2020). The relationship among product risk, perceived satisfaction and purchase intentions for online shopping. Journal of Asian Finance, Economics and Business, 7(6), 221–231. https://doi.org/10.13106/JAFEB.2020.VOL7.NO6.221
Vakulenko, Y., Shams, P., Hellström, D., & Hjort, K. (2019). Online retail experience and customer satisfaction: the mediating role of last mile delivery. The International Review of Retail, Distribution and Consumer Research, 29, 306–320. https://doi.org/10.1080/09593969.2019.1598466
Vannucci , V ., & Pantano , E . ( 2019 ). Digital or human touchpoints ? Insights from consumer- facing in-store services . Information University of Bristol - Explore Bristol Research. (2019). 33, 296–310.
Vellido, A., Lisboa, P., & Meehan, K. (2000). Quantitative Characterization and Prediction of On-Line Purchasing Behavior: A Latent Variable Approach. International Journal of Electronic Commerce, 4, 83–104. https://doi.org/10.1080/10864415.2000.11518380
Waite, K., & Harrison, T. (2002). Consumer expectations of online information provided by bank websites. Journal of Financial Services Marketing, 6(4), 309–322. https://doi.org/10.1057/palgrave.fsm.4770061
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
