FACTOR IMPACTS CUSTOMER SATISFACTION IN THE CONTEXT OF ONLINE SHOPPING IN PAKISTAN: A QUANTITATIVE STUDY

Abstract

The rapid growth of online shopping platforms has transformed the way customers order and receive their goods. As competition intensifies in this industry, it becomes crucial for service providers to understand the factors that influence customer satisfaction. This research paper aims to examine the effects of information quality, system quality, and service quality on customer satisfaction in the context of online shopping. Drawing upon a comprehensive literature review, a conceptual framework is proposed to establish the relationships between the independent variables (IVs) the product quality, application safety, delivery guarantee, offers and the dependent variable (DV) of customer satisfaction. To empirically test the proposed framework, a survey methodology is employed to collect data from a sample of online shopping users. The data is then analyzed using appropriate statistical techniques. The findings of this research contribute to the existing body of knowledge by shedding light on the key drivers of customer satisfaction in the online shopping industry. The outcomes can assist service providers in enhancing their platforms and services to meet customer expectations and improve overall satisfaction levels.