DETERMINANT ANALYSIS OF CUSTOMER SATISFACTION (EMPIRICAL FINDINGS FROM YOUNG CONSUMERS OF KARACHI)

Abstract

Purpose The purpose of this study is to determine and analyze the overall young customer’s attitude toward online shopping in Karachi. Methodology & Design The quantitative research method was used by the researcher in order to investigate the intention to purchase and customer satisfaction of young consumer in Karachi through online retailers. For this purpose, 200 participants were selected to survey with the help of a questionnaire. Findings The findings of this study suggested that the liking and performance of the online retailers have a great impact on the customer satisfaction. However, awareness and knowledge of the customer about online retailer increase their intention to purchase and do online shopping. Limitations The nature of the sampled sampling unit cannot be generalized to a larger population and the use of the data reviewed in one group also limits some of the results obtained. Recommendations It has been recommended that online retailers have to ensure the customer satisfaction in order to make their intention to purchase.