CUSTOMER SATISFACTION TOWARDS ONLINE SHOPPING WITH REFERENCE TO JALANDHAR CITY

Purpose – A fundamental understanding of factors causing customer satisfaction in online shopping has gained greater prominence with companies replacing their traditional retail outlets with the online interface. Online retailing helps retailers to serve their customers quickly and more efficiently by delivering superior customer value. It is in this regard a fundamental understanding of factors causing customer satisfaction in online shopping has attained greater prominence. The paper aims to apply the modified SERVQUAL model in the context of online shopping to describe how customers perceive online shopping quality. This empirical study mainly focuses on examining the major factors influencing online customer satisfaction. Design/Methodology/Approach – A survey research questionnaire of 24 items has been applied and the data of 200 respondents were collected from customers using online shopping service in Jalandhar city. A convenient sampling technique was used for selecting the respondents. Statistical tools such as factor analysis cross tabulation and frequency tables were applied to interpret the data. Findings –To achieve the objective reliability test was conducted. The reliability analysis shows that all dimensions are reliable. First, the study identified Ease of use, service reliability, responsiveness, assurance, and security are the major determinants of customer satisfaction with reference to online Shopping. Practical Implications -The study primarily focuses on exploring the factors that influence online customers' satisfaction. The study not also helps in assessing the significance of these factors in the context of online shopping but also provides an insight for retailers on the factors affecting customer satisfaction.