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

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.

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