Qualitative Research on Customer Satisfaction on Online Shopping

Abstract

Abstract Online Shopping has been considered as a trendy phenomenon with various technological support and usability. Generally the main users of this type of shopping are those who have easy access to internet technology and the educated. The significance of customer satisfaction on this online shopping has been recognized in various academic research studies and for business purposes. But study in this area is vast and also remain fragmented as it can be seen on different perspectives and purposes. Therefore, the aim of this study is to measure the satisfaction of the customers using online based shopping services based on different theoretical assumption. This is a qualitative research paper using purposive sampling method. According to the study, most respondents preferred online shopping for its convenience and variety, with almost everyone unlikely to repurchase from a shop if their expectations were not met. Satisfaction levels were high, and influenced mainly by product quality and price, while many spent under one hour daily on online shopping. The study suggest government should priority this issue and take appropriate policy measure realizing the potential of online business.

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