A SYSTEMATIC ANALYSIS OF CUSTOMER SATISFACTION TOWARDS ONLINE PURCHASE
DOI:
https://doi.org/10.7492/21k2wn80Keywords:
Customer satisfaction, Online purchaseAbstract
This systematic analysis investigates customer satisfaction towards online purchases, focusing on the Indian digital products market. Drawing from extensive literature, it explores the multifaceted nature of customer experience in online settings, emphasizing the significance of factors like psychological drivers, trust, pricing, website design, convenience, service quality, and ease of use. Through regression analysis, significant relationships between these factors and customer e-satisfaction are identified, highlighting their crucial role in shaping online customer experiences. Findings suggest that while certain factors like psychological drivers and trust exert a strong positive influence on e-satisfaction, others such as entertainment, quality, and perceived usefulness contribute to a lesser extent. Overall, this study contributes to a deeper understanding of customer satisfaction in the context of online purchases, offering insights for businesses to enhance their online customer experience strategies.
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