Dr.G.Latha* & Dr.Y.

Suneetha**

Turkish Online Journal of Qualitative Inquiry (TOJQI)

Volume 12, Issue 3, June 2021: 4089-4099
Research Article

A STUDY ON CUSTOMER SATISFACTION TOWARDS ONLINE SHOPPING

Dr.G.Latha* & Dr.Y.Suneetha**
ABSTRACT
Now-a-days, consumers have changed their way of shopping from physical store to online
store. Online shopping has become an innovative way to sell their product via online by this the
modern market is take over from the traditional market. The customers are playing vital role in the
marketing. This Paper is focused on the satisfaction of the customers through online shopping.
Based on literature review it was identified that consumer satisfaction towards online shopping is
mainly dependent on a number of factors like product, price, payment, delivery, refund and
timeliness. Data was collected through questionnaires from 60 respondents to analyze the factors
that influence customer satisfaction. Statistical tools used in this research are percentages, t-test
and ANOVA were used to analyze the data. The results also indicated that there is significant
relationship between characteristics of the respondents and various dimensions.

Keywords: Online shopping; Customer satisfaction; Security; Information availability; Shipping;

Quality; Pricing; Time

INTRODUCTION
Nowadays, online shopping is a fastest phenomenon in world wide. Online shopping is a
convenient way of shopping. Consumers feel convenient to shop online instead of visiting shops
personally. Online shopping offers a broad range of products and services where consumer can
compare the price, quality, reviews from different websites and can choose best product. Selection
of products can be made from home by looking at different choices and can be compared with
competitors product before taking decision. Online shopping has experienced an explosive
growth due to the fact that it represents a more economic and appropriate approach to shop in
comparison to traditional shopping. Consumers can buy anything at any time without actually
going to the store consumers can trip on the same product at a lower price by comparing different
websites simultaneously.

*Assistant Professor, Department of Business Management, Sri Padmavathi Mahila Visvavidyalayam, Tirupati.

Customer satisfaction is key for any businesses for well being and growth. It has been
argued that online commerce offers more satisfaction to modern consumers who seek convenience,
easy payment option, refund policy etc., Before deciding for purchase, the customer may seek
additional information through reviews and ratings given by earlier customers. If there is not
enough information, they will browse for them through online channels, e.g. using online catalogs,
websites or search engines. Businesses have to ensure that that the customer is satisfied on

4089
 A STUDY ON CUSTOMER SATISFACTION TOWARDS ONLINE SHOPPING

completion of his requirement. Firms need to develop professional behavior to keep their
customer satisfied.
The present study has enabled us to collect the views of online customers with respect to
what they expect from online shopping and what factors that customers are giving importance that
leads to their satisfaction .
REVIEW OF LITERATURE
A study was conducted by K. Jayaprakash, B.Mythili & K.Ganesh kumar on “Customer
satisfaction towards online shopping in Pollachi Taluk” to find out satisfaction of customers
towards online shopping with a sample size of 150 using convenience sampling method.
Structured questionnaire was used to collect responses. Techniques like chi-square and simple
percentages were used to analyze socio economic factors of respondents from Pollachi taluk. It
was found from the study that only 15-35 age group having awareness on online shopping. It is
concluded from the study that there is close relationship between monthly income and category of
product purchased in online shopping.
A study on the Impact of Customer satisfaction on Online Purchasing: A case study
Analysis in Thailand was conducted by Taweerat Jiradilok, Settapong Malisuwan, Navneet Madan
and Jesada Sivaraks with an objective to investigate the relationship of the factors in online
shopping between experienced and non-experienced online buyers. By using convenience
sampling method, 400 sample were selected and distributed Survey questionnaire. Multiple
regression technique was used for analysis. Among all nine sections viz., Assurance and empathy,
tangibility, reliability, responsibility, website system quality, pricing, variety etc., tangibility is s
the only factor which gives high level of satisfaction. It was found that variety, tangibility and
website system quality have no influence on purchasing intention in customer decision.
To explore the factors influencing customer satisfaction with respect to online shopping in
Jalandhar city, a study was conducted by Dr.Pratima Merugu and Dr.Vaddadi Krishna Mohan on
Customer satisfaction towards online shopping with a sample of 200 by using convenience
sampling. Factor analysis technique was used to cross tabulate and to interpret data. It was
observed from the study that ease of use, service reliability, responsiveness, assurance are the
major determinants of customer satisfaction.
A study was conducted by Pervaiz Ali, Sudha Sankaran on ‘Online shopping’ customer
satisfaction and Loyalty in Norway to study and analyze academic and empirical research in the
area of online customer satisfaction. Out of 11 groups, 104 respondents were responded for the
study. It was observed that the online business in Norway is to be improved a great extent by
focusing more on dimensions like availability, responsiveness, timeliness, completeness and
convenience.
To determine the impact of certain online purchase determinants on the consumer
satisfaction, a study was conducted by Nebojsa Vasic, Milorad Kilibarda, Tanja Kaurin on the
Influence of Online Shopping Determinants on Customer Satisfaction in the Serbian Market. The
validity of the developed model was verified over the Confirmatory Factor Analysis and the Partial
Least Squares. The obtained result analysis confirmed the basic research hypotheses that customer
satisfaction in online shopping, on the Serbian market, directly depends on the following
determinants: security, information availability, shipping, quality, pricing and time.
 Dr.G.Latha* & Dr.Y.Suneetha**

A study on factors limiting online shopping behaviour of consumers was conducted by Bindia
Daroch, Gitika Nagrath, Ashutossh Gupta with an objective to find out the problems that
consumers face during their shopping through online stores. As per the results total six factors
came out from the study that restrains consumers to buy from online sites – fear of bank transaction
and faith, traditional shopping more convenient than online shopping, reputation and services
provided, experience, insecurity and insufficient product information and lack of trust.
RESEARCH METHODOLOGY
The study has adopted the following procedure to carry out the work.
Need and significance of the study
There is a persistent dilemma in the market related to the question which online shopping
factors affect the customer satisfaction. The results from this research work will help the firms and
organizations to perform better by measuring the customer satisfaction towards online shopping.
and also the perception of the customer towards online product/service can be analyzed. It will
also help them identify the what factors leads to customer satisfaction and take corrective measures
on the areas of improvement. The outcomes of this study will also serve as a source for new firms
that are looking forward to enter into online business.
Objectives
The prominent objectives of the study can be specified as:
1. To analyze the demographic profile of the respondents that influence consumer online shopping
2. To examine various factors that influence customer satisfaction towards online shopping.
Hypothesis
Ho: There is no significant relationship between characteristics of respondents and factors that
influence customer satisfaction
H1: There is significant relationship between characteristics of respondents and factors that
influence customer satisfaction
Research design
From the survey of literature, it was found that Product, Price, Delivery, Payment method,
refund, and timeliness are the major dimensions that leads to customer satisfaction. According to
Hays (2008) designing the questionnaire is important in a survey. By considering all the prominent
factors, the survey questions have been planned based on reliable and valid literature in a simple,
unambiguous and easy language. Customers were asked to provide their rating in order to
understand factors that leads to customer satisfaction in online shopping.
Descriptive research design was used for the study. Descriptive research studies are those
that are concerned with describing the characteristics of a particular individual or group. This study
targets the population drawn from customers who have purchased from online stores. The total
population size was indefinite and the sample size used for the study was 60. A total of 75
questionnaires were distributed among various online users, out of which 15 questionnaires were

4091
 A STUDY ON CUSTOMER SATISFACTION TOWARDS ONLINE SHOPPING

received with incomplete responses and were excluded from the analysis. The respondents were
selected based on the convenient sampling technique.
The primary data were collected from Surveys with the help of self-administered
questionnaires. The questionnaire consists of two different sections, in which the first section
consists of the introductory questions that gives the details of socio-economic profile of the
consumers and number of years of shopping experience and the second section consist of the
questions related to various factors that leads to customer satisfaction.
To investigate the factors restraining consumer purchase, five-point Likert scale with
response ranges from “Strongly agree” to “Strongly disagree”, with following equivalencies,
“strongly disagree” = 1, “disagree” = 2, “neutral” = 3, “agree” = 4 and “strongly agree” = 5 was
used in the questionnaire with total of 39 items. categorized into six variables: product, price,
payment, refund, delivery and timeliness. The data collected for the study was processed by using
SPSS. Descriptive statistical tools like percentages, means and standard deviations and analytical
tools like Chi-square, one-way ANOVA, and t-test were used to test the significant relationship
and impact between socio-demographic profile of respondents and factors influencing customer
satisfaction.
Table 1: Definition of Variables
Variables Definitions
Product A product is anything that can be offered to a market that might satisfy a want or
need
Price The amount of money that has to be paid to acquire a given product. Insofar as the
amount people are prepared to pay for a product represents its value, price is also
a measure of value
Delivery the term “delivery” refers to the act of transferring a commodity, currency,
security, cash or another instrument that is the subject of a contract
Payment Payment is the transfer of money or goods and services in exchange for a product
or service. A payment can be made in the form of cash, check, wire transfer, credit
card, or debit card.
Refund Refund is a repayment of funds from the original payee to the original
payer. Refunds most commonly occur in standard sales transactions, when a
customer returns goods to the seller and receives a refund at that time
Timeliness Timeliness refers to the time expectation for accessibility and availability of
information. Timeliness can be measured as the time between when information
is expected and when it is readily available for use. ... The success
of business applications relying on master data depends on consistent and timely
information.
Table 2: Conceptual model variables and items
Variables Items
Product Convenient
Saves time
Find everything online
Experience about online product quality
Product guarantees
 Dr.G.Latha* & Dr.Y.Suneetha**

Wider range of alternatives

Ordering items convenient
Accords with adequate product information
Description of products is accurate
Information given on website is sufficient
Sufficiency through online shopping
Online shopping permits offering
Product rating and reviews
Price Lower price compared to conventional shopping
Comparing prices is easier
Wider range of alternatives to choose
Pleasure in knowing new offerings
Value for money is more assured
Reduces monetary cost of traditional shopping
More expensive than sold in retail store
Overall product quality is worth the money spend
online shopping
Delivery Delivery of product/service is more preferable
Punctual delivery of items is a strength of online stores.
Takes long time for the delivery of products
Products are delivered safely
Received broken goods purchased online
In time delivery
Payment Delivery of product/service is more preferable in online
shopping
Punctual delivery of items is a strength of online stores.
Safe and secure with online shopping
Cash on delivery is preferable than payment via
credit/debit card
Refund A return policy fulfills the consumers
Difficulty in returning products
Money is refunding to account when returned
products
Easy returns online shopping
Timeliness Information available at any time of the day
Saves time
Allows 24 hrs to purchase
Timely response to complaints

Scope and limitations of the study

This study is undertaken to analyze the level of satisfaction of the online shopping. In
short, the study covers only socio-economic status and factors satisfying consumer. The problem
area of this survey is consumer’s satisfaction and attitudes towards online shopping will determine

4093
 A STUDY ON CUSTOMER SATISFACTION TOWARDS ONLINE SHOPPING

the factors that influence customers to shop online and those factors will help the marketers to
formulate their strategies towards online marketing. The accuracy of the responses in the survey
is questionable with a margin of doubt typical to social sciences survey.
DATA ANALYSIS
Demographic profile of the Respondents: Majority of the respondents fall under below 25
age group (40%) and are female (60%) 2) Among the total respondents of the study, the majority
of the respondents are employed (31.7%) 3) It has been observed that the majority of the
respondents (36.7%) are lower middle class income group 4) On an average of 48.3% of the
respondents are having less than five years of shopping experience
Table No – 3: Demographic profile of the Respondents
Age No. of Percentage
Respondents
below 25 24 40.0
25-35 15 25.0
35-45 12 20.0
Above 45 9 15.0
Gender
Male 24 40.0
Female 36 60.0
Occupation
Student 10 16.7
employed 19 31.7
Self-employed 17 28.3
Others 14 23.3
Income
Low 11 18.3
Lower-middle 22 36.7
Upper-middle 20 33.3
High 7 11.7
Shopping Experience
Less than 5 years 29 48.3
5 - 10 years 19 31.7
More than 10 years 12 20.0
Total 60 100.0

Table No – 4: Comparison of Customer satisfaction by Age

ANOVA
Sum of df Mean F Sig.
Squares Square
Between
.850 3 .283
Product Groups .669 .575
Within Groups 23.733 56 .424
 Dr.G.Latha* & Dr.Y.Suneetha**

Total 24.583 59
Between
.592 3 .197
Groups
.412 .745
Price Within Groups 26.808 56 .479
Total 27.400 59
Between
3.228 3 1.076
Groups
2.081 .113
Delivery Within Groups 28.956 56 .517
Total 32.183 59
Between
1.458 3 .486
Groups
Payment 1.094 .359
Within Groups 24.875 56 .444
Total 26.333 59
Between
.361 3 .120
Groups
Refund .266 .850
Within Groups 25.372 56 .453
Total 25.733 59
Between
.486 3 .162
Groups
Timeliness .298 .827
Within Groups 30.447 56 .544
Total 30.933 59

Table No – 5 : Comparison of Customer satisfaction by Gender

Std.
Factors Gender N Mean t-value p-value
Deviation
Male 24 2.0833 .58359
Product 1.153 .287
Female 36 2.0833 .69179
Male 24 1.9167 .77553 2.050 .158
Price
Female 36 1.8889 .62234
Male 24 2.5000 .72232 .117 .733
Delivery
Female 36 2.3056 .74907
Male 24 2.0417 .69025 .339 .563
Payment
Female 36 2.2500 .64918
Male 24 2.0000 .72232
Refund .207 .651
Female 36 2.1111 .62234
Male 24 1.8750 .67967
Timeliness .965 .330
Female 36 1.8611 .76168
*If p value < 0.05 difference is significant at 5% level
** If p value < 0.01 difference is significant at 1% level
*** If p value > 0.05 difference is not significant

The table No.4,5,6,7,8 & 9 presents a comparative analysis on the ‘product’, ‘price’,
‘delivery’, ‘payment’, ‘refund’ and ‘timeliness’ on the basis of age, gender, occupation, income,
education and shopping experience. The independent sample t-test has been carried out to know

4095
 A STUDY ON CUSTOMER SATISFACTION TOWARDS ONLINE SHOPPING

the impact of gender on product, price, delivery, payment, refund and timeliness.
It is evident from the examination that there is no significant relationship between profile of the
respondents regarding the factors leads to customer satisfaction.
Table No - 6: Comparison of Customer satisfaction by Education

ANOVA
Sum of df Mean F Sig.
Squares Square
Between
2.275 2 1.138
Groups
Product 2.907* .053
Within Groups 22.308 57 .391
Total 24.583 59
Between
.514 2 .257
Groups
.545 .583
Price Within Groups 26.886 57 .472
Total 27.400 59
Between
4.126 2 2.063
Groups
4.191* .020
Delivery Within Groups 28.057 57 .492
Total 32.183 59
Between
.567 2 .284
Groups
Payment .627 .538
Within Groups 25.766 57 .452
Total 26.333 59
Between
.255 2 .127
Groups
Refund .285 .753
Within Groups 25.479 57 .447
Total 25.733 59
Between
1.203 2 .601
Groups
Timeliness 1.153 .323
Within Groups 29.730 57 .522
Total 30.933 59

It is evident from table No.6. that there is significant relationship between education of the
respondents and factors product and delivery as the p-value is less than 0.053 and 0.020.
Table No - 7: Comparison of Customer satisfaction by Occupation

ANOVA
Sum of df Mean F Sig.
Squares Square
Between
2.120 3 .707
Groups
Product 1.762 .165
Within Groups 22.463 56 .401
Total 24.583 59
 Dr.G.Latha* & Dr.Y.Suneetha**

Between
1.157 3 .386
Groups
.823 .487
Price Within Groups 26.243 56 .469
Total 27.400 59
Between
.246 3 .082
Groups
.144 .933
Delivery Within Groups 31.937 56 .570
Total 32.183 59
Between
1.254 3 .418
Groups
Payment .934 .431
Within Groups 25.079 56 .448
Total 26.333 59
Between
.531 3 .177
Groups
Refund .393 .759
Within Groups 25.203 56 .450
Total 25.733 59
Between
1.632 3 .544
Groups
Timeliness 1.040 .382
Within Groups 29.302 56 .523
Total 30.933 59

Table No - 8: Comparison of Customer satisfaction by Income

ANOVA
Sum of df Mean Square F Sig.
Squares
Between
.426 3 .142
Groups
Product .329 .804
Within Groups 24.157 56 .431
Total 24.583 59
Between
2.040 3 .680
Groups
1.501 .224
Price Within Groups 25.360 56 .453
Total 27.400 59
Between
1.364 3 .455
Groups
.826 .485
Delivery Within Groups 30.819 56 .550
Total 32.183 59
Between
1.799 3 .600
Groups
Payment 1.369 .262
Within Groups 24.534 56 .438
Total 26.333 59
Between
Refund 1.188 3 .396 .903 .445
Groups

4097
 A STUDY ON CUSTOMER SATISFACTION TOWARDS ONLINE SHOPPING

Within Groups 24.545 56 .438

Total 25.733 59
Between
3.500 3 1.167
Groups
Timeliness Within Groups 27.433 56 .490 2.382 .049
Total 30.933 59

It is evident from table No.8. that there is significant relationship between Income of the
respondents and timeliness as the p-value is less than 0.049.

Table No - 9: Comparison of Customer satisfaction by Shopping Experience

ANOVA
Sum of df Mean F Sig.
Squares Square
Between
.793 2 .397
Groups
Product .950 .393
Within Groups 23.790 57 .417
Total 24.583 59
Between
.636 2 .318
Groups
.677 .512
Price Within Groups 26.764 57 .470
Total 27.400 59
Between
.211 2 .105
Groups
.188 .829
Delivery Within Groups 31.973 57 .561
Total 32.183 59
Between
5.203 2 2.601
Groups
Payment 7.017 .002
Within Groups 21.131 57 .371
Total 26.333 59
Between
6.642 2 3.321
Groups
Refund 9.915 .000
Within Groups 19.091 57 .335
Total 25.733 59
Between
.029 2 .014
Groups
Timeliness .027 .974
Within Groups 30.904 57 .542
Total 30.933 59

It is evident from table No.9. that there is significant relationship between shopping experience of
the respondents and factors like payment and refund as the p-value is less than 0.02 and 0.000
respectively.
CONCLUSION
 Dr.G.Latha* & Dr.Y.Suneetha**

This study intended to reveal the scale in which the following variables like product, price,
delivery, payment, refund and timeliness affect the dependent variable customer satisfaction. It
was found that among all the above factors, there is significant relationship between education and
product and delivery dimensions. It is also observed that income is having significant impact of
timeliness and shopping experience is having impact on payment and refund dimensions.

The results of this study confirmed that product, delivery, timeliness and shopping experience
presented significant predictors of customer satisfaction. These variables have a significant
positive effect on customer satisfaction. This paper should contribute to better understanding of
the determinants that affect customer satisfaction, so customers would continue purchasing online.
From the above study it was concluded that the customers are satisfied with online shopping.

REFERENCES
1. K. Jayaprakash, Dr. B. Mythili & K. Ganeshkumar, Customers satisfaction towards online
shopping in pollachi taluk, ‘International Journal of Multidisciplinary Research and Modern
Education (IJMRME)’ Volume II, Issue II, 2016.
2. Taweerat Jiradilok, Settapong Malisuwan, Navneet Madan and Jesada Sivaraks, The Impact of
Customer Satisfaction on Online Purchasing: A Case Study Analysis in Thailand, Journal of
Economics, Business and Management, Vol. 2, No. 1, February 2014.
3. Dr. Pratima Merugu and Dr. Vaddadi Krishna Mohan, Customer satisfaction towards online
shopping with reference to jalandhar city, International Journal of Management, Vol.11, Issue 2,
pp. 36-47, February 2020.
4. Pervaiz Ali, Sudha Sankaran, Online shopping customer satisfaction and Loyalty in Norway,
Thesis in Business Administration, Norway.
5. Nebojsa Vasic, Milorad Kilibarda, Tanja Kaurin, The Influence of Online Shopping
Determinants on Customer Satisfaction in the Serbian Market, Journal of theoretical and applied
electronic commerce research vol.14 no.2 Talca 2019.
6. Bindia Daroch, Gitika Nagrath, Ashutosh Gupta, A Study on factors limiting online shopping
behaviour of consumers, Rajagiri Management Journal, Vol.15, Issue 1.
7. Singh, A.M. (2004). Trends in South African Internet banking. Journal of Aslib Proceedings,
56(3), pp 187-196.
8. Smith, P.R. & Chaffey, D. (2002). E-Marketing Excellence. Butterworth Heinemann

4099