Exploring the Impact of Service Quality Factors on Customer Satisfaction towards Online Shopping: Evidence from Bangladesh

Shamsun Nahar Momotaz and Md. Sakibul Hasan

In the world wide, customers are rapidly adopting online shopping day by day due to busy and complex lifestyle, and it is becoming more and more popular in Bangladesh also. Undoubtedly, as a developing country, Bangladesh has huge potential customers for online business. To promote online shopping, the marketers are eager to identify and realize the key service quality factors influencing the customers’ satisfaction towards e-shopping. In this consideration this paper is aimed at identifying the service quality factors for the online shopping service in the country, as well as assessing the impact of service quality factors on customer satisfaction. To achieve the research objective, primary data were collected by surveying the end-users (n=329) through a structured questionnaire. The result reveals that service quality of online shopping depends on ten distinct quality factors like fulfillment, system availability, privacy, efficiency, organized website, product quality, compensation, contact, responsiveness and branded product availability. From the analysis it can be concluded that 25.6% variance in the customer satisfaction can be explained by the service quality dimensions and three service quality dimensions namely fulfillment, system availability and product quality are found positively related with customer satisfaction towards online shopping in the country. The results of this study provide a valuable reference to the e-marketers to realize the factors influencing consumer satisfaction and further refine their marketing strategies to attract and retain customers. Directions for further research on customer satisfaction towards online shopping are also offered.