Paper Details

Name: Venkatesha Prasanna. P.K
Country: India

Year: 2024
Volume: Volume-11, Issue-1 (January-June)
Page Number: 183-191
DOI: https://doi.org/10.5281/zenodo.17649472

ABSTRACT:
Online shopping has rapidly become a key driver of the global retail industry, transforming
consumer behavior through convenience, competitive pricing, and a wide selection of
products. The Indian e-commerce market is growing rapidly, fueled by digital adoption, rising
internet and smartphone penetration, and supportive government policies. Customer
satisfaction, influenced by product quality, website usability, service efficiency, and trust, has
become a critical factor for success. Retailers who effectively manage these elements are
more likely to enhance customer experiences, build loyalty, and succeed in the competitive ecommerce environment. This study seeks to examine the factors influencing customer
satisfaction in online shopping, with particular emphasis on convenience, pricing, and wider
product selection. By analyzing these variables, the research aims to provide insights that will
help online retailers design strategies to improve customer experiences and sustain growth in
the highly competitive digital marketplace. This study was conducted using structured
questionnaires and interviews among 60 online shopping customers in Madikeri City, Kodagu
district, who place a minimum of four orders per month. This study tries to investigate the
impact of perceived online shopping benefits (convenience, pricing, wider selection) on
customer satisfaction in the study area. The regression analysis shows that Convenience,
Pricing, and Wider Selection significantly influence customer satisfaction in online shopping.
Among these, Pricing has the highest impact, followed by Convenience and Wider Selection.
The model explains a substantial portion (62.2%) of the variation in customer satisfaction,
making it a strong and reliable model.
Key words: E-commerce, Online Shopping, Customer Satisfaction