Analysis of Customer Satisfaction during Online Purchase

This research attempted to find out the factors that are affecting customers’ satisfaction to shop online. To shop on Internet becomes an alternative for consumers since it is more comfortable than conventional shopping which usually attributed with anxious, crowded, traffic jam, limited time, parking space and etc. With the development of Internet, online shopping is developing rapidly in our country as a new way for shopping and with this many global retailers are creating better platforms for customers to shop. To increase the understanding in this area, the research is conducted so that insights can be developed on customer satisfaction and what all affect customer satisfaction during online shopping. This research adopted survey by questionnaire approach. Questionnaires are distributed randomly to general public (working professionals as well as students) to gauge their intention while online shopping. Findings of this research will provide a benchmark to understand retailers that key factors that drive customer satisfaction. The study revealed that website design, payment security, Ease of shopping, accurate product information; price and delivery services have positive impact on customer satisfaction