Impact of Online Shopping Determinants on Customer Satisfaction in Pakistani Market

Abstract

This study investigates the impact of online shopping determinants on customer satisfaction in Pakistani market. This study has considered security, information availability, shipping, quality, pricing and time as independent variables. Whereas, customer satisfaction is used as dependent variable. However, Pakistani ecommerce market has been chosen to investigate the impact of independent variables on dependent variables mentioned above. Quantitative research method was used as primary data was collected through adaptive structured questionnaire based on 5 Likert scale. The responses were recorded from 300 respondents (Pakistani customers involved in online shopping) through convenience sampling technique. Responses recorded were analyzed through statistical tests such as correlation and regression by using SPSS Software. The results indicate that security, information availability, shipping, quality, pricing and time positively impacts customer satisfaction in Pakistani market. Based on the findings of this study, online shopping determinants have positive impact on customer satisfaction in Pakistani market. Conclusively, findings have proved that increase in online shopping determinants brings a definite increase within customer satisfaction in Pakistani market.