Impact of Factors Affecting Customer Satisfaction in E-Commerce among Indian Consumers: An Empirical Study

Customer satisfaction is an important aspect of any commercial activity. It assumes greater importance in e-commerce due to the lack of personal contact between the buyer and the seller. Achieving higher customer satisfaction levels pose a challenge for e-commerce companies due to the increased spatial and temporal separation between companies and web consumers. The present study is to investigate the factors affecting customer satisfaction in e-commerce among online consumers in India. A survey was carried out on 643 online customers. Structural equation modelling was applied to check the extent to which the considered variables predicted customer satisfaction in e-commerce. The results determined drive for technology acceptance, service quality, trust and social influence as key predictors of customer satisfaction in e-commerce. The practical contribution of the study is for online vendors by giving an insight into the perception of online customers about technology acceptance, service quality, trust, social influence and customer satisfaction towards e-commerce. Such understanding may enable managers to adopt effective marketing strategies steps to deliver their services more efficiently by creating trust in the mind of customers.