5.1 An Investigation into the Antecedents of Customer Satisfaction of Online Shopping – Published in the Journal of Marketing Development and Competitiveness 5(1) (2010).
This research is aimed to identify the important factors influencing customer satisfaction towards e-shopping. Mainly four factors are taken into consideration like Website design, reliability, product variety and delivery performances. It is to be noted that No significant relationship between saved time and satisfaction. In this study, Customer satisfaction is a dependent variable and the independent variables are taken as positive manner which includes website design, reliability, time saved, product variety, and delivery performance.
Research Methods used are: 1. Sample and Data Collection through consumer survey administered among UG students who made e-shopping in last six months. 2. Measures - questionnaire include demographic characteristics, online shopping satisfaction and antecedents that influence online shopping satisfaction. 3. Reliability - Computed using Cronbach’s alpha between the dependent and independent variables. 4. Normality of Data and Multi-collinearity.
Limitation of the research is that this study cannot be generalized to a larger population, Use of single-item measurement for satisfaction has low reliability, and cross-sectional data in a single group also limits few conclusions. Future Scope on the research can be done by increasing the sample size and including participants in other geographical areas. Study focuses on relationships between satisfaction of e-shopping and the determinants that influence their satisfaction. Website design received the most consistent support as factors that influence online shopping satisfaction. Notably, it is evident that reliability, product variety and delivery performance has more influence in online buying satisfaction.
5.2 Customers’ perceptions of online retailing service quality and their satisfaction. Published in International Journal of Quality & Reliability Management, 21, (8), 817- 840.
According to the research study, online service quality is the main key determinants of the online retailer’s success. The study identified six main online retailing service quality factors as recognized by online customers: reliable/prompt responses, access, ease of use, attentiveness, security, and credibility. In reference to these factors, three characterizations are marked: reliable/prompt responses, attentiveness, and ease of use, which plays a main role in effecting the service quality and their fulfilment. Access dimension is one such factor that had a crucial effect on overall service quality, but not on satisfaction. It is inferred a positive relationship between overall service quality and satisfaction.
Research method used on the two outcome variables like overall service quality and satisfaction, and the others are to assess the online systems standard and customer service quality. Data collection procedure with questionnaire survey. Analyses were performed on the collected data, Factor analysis, Regression analysis, and Correlation analysis. Differentiating service quality slabs of the online retailers are becoming a key driving force in enriching customers’ satisfaction and to expand the customer base. By this research, it is evident that there is a strong and positive connection between the online retailer’s service quality and their customer satisfaction. Consumer’s requirement and preferences should be properly clarified with the related factors to improve the quality. Research infers that Accurate and time bound service deliveries as a challenge, which occurs due to lack of synchronization between online & offline business processes. Focused marketing and distribution channel for Targeted audience is very much need to keep the attention. Friendly Interface with well-designed navigational structure is another such factor which can pull more customers. Finally, Accessibility and information should be properly channelize and made in such a way that customers are well informed about the functions.
5.3 In Reference to the Research Paper - ‘Factors Affecting Customer Satisfaction towards Online Shopping’ Published in (2015).
According to the findings, Satisfaction gets notable impact from all the factors in the e- shopping. The researcher Haslinda and team takes three factors that influence the consumer satisfaction which is product quality, product type and purchasing experience. The data used was collected from a various levels of respondents like Under Graduates, Post Graduates and PhD student from different age group in Faculty of Technology Management and Technopreneurship. Multiple methods are used to derive the answers to reach the objectives that are questionnaire distribution, few methods were used to examine the data collected like, accuracy and reliability analysis, equity and retrospective analysis.
It shows the main connection between customer satisfaction in e-shopping and product quality, product information and purchasing. It vents options for future research like the numerous string beliefs in online Market. Other factors like ‘Commercial Ads that impact customer satisfaction’ can be taken into consideration for the futuristic research.
Additionally, succeeding research should focus on other similar issues in e-commerce that impacts the customer satisfaction. More variable and factors should be co-related for the complete understanding of online shopping with respect to the customer satisfaction. The Product quality is considered as the characteristic range and it is responsible for its charisma and can be manipulated by the owner to meet the certain fundamental needs. Shopping experience is the intuition and notion of the customer while exploring the product/services.
5.4 Gelard, P & Negahdari, A Published a study - A new framework for customer satisfaction in electronic commerce.
In this research study, the findings with reference to the empirical data of survey is presented and it is found that online customer satisfaction is getting impact by the Merchandising (Quantity of information, Number of offering and Quality of information), Security, Service ability, Site design (Convenience, Easy way of buying, Shopping time and Ease of browsing) and company (Company antiquity and Company reputation). E-SAT model Questionnaire is being used for the data acquisition and data interpretation.
Satisfaction with e-retailing increases as insight of convenience becomes more positive. With help of prior literature, a research framework for studying the online customer satisfaction is being build. This model combines 25 factors representing six major contexts of e-shopping satisfaction like Convenience (easy access and simple way of buying, can save time and effort), Merchandising (It includes the number, variety, Quality, and quantity of product information), Site Design (Friendly interface and navigation), Security (reliability and fear of financial loss), Serviceability (e-service quality, Cost level, shopping process, Product delivery, and packaging), and Company (Brand). For Research Methodology, Online and Questionnaire methodologies were chosen to gather data by survey for an empirical test to analyze on the e-purchase satisfaction.
5.5 Research paper on ‘Factors influencing e-commerce adoption by retailers in Saudi Arabia: A quantitative analysis’ (Published in International Journal of Electronic Commerce Studies (2012).
This Research paper provides findings from a study analyzing the diffusion and adoption of e-commerce retailing in Saudi Arabia. A research has been conducted to spot and explore important issues that impacts retailers in deciding the adoption of online gateways. The research is confined to the quantitative analysis of responders collected from a survey of retailers in Saudi Arabia. The questionnaire design was based on qualitative analysis previously conducted.
The significant findings of this study include a list of vital factors that impacts the Saudi retailers’ for e-commerce adoption; factors include, lack of online payment methods.
The most crucial inhibitors to the adoption of e-commerce by retailers is the interest shown by the consumers of Saudi Arabia for taking-up business transactions online. Challenges include, lack of e-commerce legislation, protocols and regulations in the country, and no prior knowledge on the online shopping among many retailers. High level enabling elements as per the retailers are: provision of trustworthy and secured online payment methods, Assistance & support from government for Online trading, Booming of Information and communication infrastructure, and Academic programs for targeted customers and spreading the awareness of online trading in the country.
Over 28% of the sample collected from the Saudi retailers who have previous experience with online business process, the most relevant practical suggestions of this study are for those fetched from the sample containing Saudi businesses who have already performed e-commerce to Saudi customers. In reference to the above responses from these retailers, the significant hurdles are hostile consumer habits, obsolete government regulation, and lack of online payment options. E-commerce Experienced Retailers concludes the top enabling factors like online payment options, enhanced infrastructure, and government regulation and support.
5.6 Antecedents and Moderators of online shopping Behaviour in undergraduate students. Social Behaviour and Personality an International Journal (Reference from Research gate website (October 2011)
In this study, online shopping behaviors of 600 UG students were taken in regarding to the impact of perceived ease of use, perceived usefulness, attitude, trust, behavioral intentions, and actual behavior. The moderating effects of e-commerce experience is considered. The method showing the mechanisms of a good connection with online shoppers was made and a study was conducted to acquire information. Structural equation modelling was taken to validate the measures and to examine the hypothesized model. Every variables used had a crucial and positive effect, and experience online had a moderate effect. Without trust, the efficiency of exchange on the Internet will be significantly reduced.
The customer behavior when shopping online explains that customer’s beliefs on the website, its usefulness, and hedonic values of the website. The retailers think on the strategies like ease of use, safety of e-shopping, and website interface to raise the trust and generate a positive attitude in the customer. Time spent online has a crucial moderating impact on the online shopping behavior process. The purpose here is to study and explore the moderating effects of experience on customer’s perceived usefulness, trust, behavioral intentions, and on actual behavior.
Obstacles that minimize the perceptions of ease of use of online shopping, Internet users might develop a negative attitude towards e-shopping. Perceived Usefulness had a crucial positive impact on trust, attitude, and behavioral intentions. Enjoyment attitude is a hedonic type of purchasing value as perceived by customers. Consumer’s attitudes with websites and their web system usage that supports online commercial exchanges, will have a crucial impact on consumer’s trust in a specific online shopping transaction.
The dimensionality and reliability are verified by the measurement performed to construct and confirmatory factor analysis, tested for composite reliability, and calculated Cronbach’s alpha coefficients. This objective of this study is to explore the importance of e-shopping behaviors for UG students in Taiwan. With theoretical framework, the moderating effects of the online shopping experience is examined, it has a positive note on the connection between perceived usefulness and behavioral intentions, and to the trust and behavioral intentions. There are various possible interpretations for this result like Trustful Customers and online experience aware of the details or cheating behaviors towards the online purchasing, so they behave with alertness and caution while purchasing online.
A number of warnings are mentioned in the study, the findings are examined with caution because the sample size and geographical area. It is not generalizable to other areas of various characterizations. Since this study involves subjective responses, upcoming researchers should take more objective data acquisition methods to poll the respondents and a longitudinal method can also be used for information gathering.