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Review of Related Literature and Studies

This chapter reviews literature on factors influencing customer satisfaction in online shopping. Foreign studies found that trust, customer service, price, security and transaction reliability positively impact satisfaction. Local studies showed online shopping provides convenience through 24/7 access and broad product selection. Reviews and ratings also influence customers. Price, quality, delivery options and staff behavior further impact satisfaction. This literature informed and justified the factors examined in the current study.

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Chloie Marie Rosalejos
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24K views5 pages

Review of Related Literature and Studies

This chapter reviews literature on factors influencing customer satisfaction in online shopping. Foreign studies found that trust, customer service, price, security and transaction reliability positively impact satisfaction. Local studies showed online shopping provides convenience through 24/7 access and broad product selection. Reviews and ratings also influence customers. Price, quality, delivery options and staff behavior further impact satisfaction. This literature informed and justified the factors examined in the current study.

Uploaded by

Chloie Marie Rosalejos
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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CHAPTER II

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents the local literature and studies

concerning factors influencing customer satisfaction of online

shopping through fulfilling the expectations of the customers.

FOREIGN LITERATURE

Azadavar, Shahbazi, and Teimouri (2011) emphasized that

factors such as trust, customer service, the price of products

and security, encourage people to buy online products. Amongst

all the other factors, the most important one is transaction

security. Eid (2011) claimed that the trust and the customer

satisfaction could be enhanced during online shopping only if

the customer is assured of the product quality and quality

information. Khan, Al-Balushi, Algaithi, and Alshihi (2017)

claimed that the information reliability is the factor which

highly induces customer satisfaction. Suddenly, it seemed that

young people were becoming significant consumers (Abrams,

1961) and developing styles which were outwardly very

different from those of their parents.


Lin, Wu, and Chang (2010) identified the most important

factors affecting online consumers’ satisfaction are delivery

quality, product quality, service quality, system quality and

a considerable level of perceived price. Al Karim (2013)

stated that the information available with diversified

products, reasonable prices, easy ordering system, and

delivery without damage are the catalysts for online customer

satisfaction. Zamri (2014) confirmed that the three factors –

product quality, brand diversity, and shopping experience

influence online shopping customer satisfaction. Jiradilok,

Malisuwan, Madan, and Sivaraks (2014) claimed that the

shopping experience plays an important role in attracting

customers as the experienced customers have sufficient

knowledge of the price, the reliability of the website and the

payment security. Wu and Tseng (2014) stated that the

experiential marketing could easily enforce the customer

satisfaction and customer loyalty. El Khatib and Khan (2017)

claimed that the younger generation prefers online browsing

mainly because of information reliability.

LOCAL LITERATURE

According to Hooda and Singh (2018), online shopping is

very rampant and convenient to numerous people who have a


hectic schedule, don’t have time and energy to spend their

precious time in the mall to shop for their needs and wants.

It has been vigorously escalating at a breakneck speed and its

immense popularity has reached massive number of prospective

customers day by day as it provides ease and convenience to

them. The consumers are able to further scrutinize the details

of the products or services that they are eyeing through the

use of internet along with web browser from the sales

representative when they visit the retailer’s e-commerce

website directly. In addition, the consumers get assisted by

the different vendors by utilizing a search engine, providing

sufficient knowledge and information about the specific

product or service that they offer and building a buyer-seller

relationship.

According to Chin and Goh (2017), convenience is one of

the advantages of online shopping. Through the help of the

internet, anybody can get an access to the vendor’s e-commerce

website directly. Online shopping has provided 24/7 operations

to give enough time to customers to decide and purchase their

desired products as per their timetable. Broader selection is

one of the vital benefits of online shopping. The consumers

can select the best products from the given alternatives.

Online sellers provide more selection than offline stores and

it is really fascinating to look at because there’s a lot to


choose from. It makes it more appealing to the market and it

can definitely get the attention and interest of the

prospective buyers. Online stores also help in shipping the

products to the consumer’s place and they find it more

efficient because it is time saving and hassle-free. Ratings

and reviews of the former buyers help the new customers

immensely. It has become their basis on deciding whether to

purchase a specific thing or not.

According to Duarte and Freymann (2018), price is one of

the factors which sways customer. If the same product is

available at lower price somewhere, it’s going to affect the

business. Lowest possible price sways the customer towards the

business. Low price doesn’t imply that customer will be

satisfied with cheap products. Quality of the product is

another major factor which affects the business. Customer

expects to get the best deal in lowest price possible.

Behavior of staffs towards the customer also impacts the

customer satisfaction. Home delivery, online ordering and

other facilities can affect the consumers too. Consumers tend

to move towards the business which makes the purchasing more

convenient. With online shopping, customers can purchase while

sitting at home and expect to get the products delivered on

their doorsteps within a certain time frame. Customers always


want to have affordable, reasonable and justifiable price

along with good quality products and services.

JUSTIFICATION OF THE STUDY

According to the foreign literature and local literature,

the factors influencing customer satisfaction of online

shopping will affect a consumer’s behavior in terms of

purchasing. The same literature can be compared to the current

study on the said topic.

After thoroughly going through the above literature

review, the questionnaire was prepared in line with the

variables identified and the data was collected from the

respondents. The researchers used the QSA Model in identifying

the variables. This model was reflected in the study conducted

by Noura, et al. (2018), from which the current study is

based.

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