Quality Expectation Factors Influencing E-customer Satisfaction: Evidence from Online Shopping in South Africa

Abstract

The Covid-19 pandemic brought about an increased need for online shopping, and a steady increase in online shopping was recorded. However, only about 1.4% of online traffic eventually buys online, which leads to a need to gain knowledge of the factors which drive online shopping customer satisfaction and purchasing intention. It is imperative to consider consumer quality expectations when evaluating e-consumer satisfaction. The aim of this study establishes which quality expectation variables influence e-customer satisfaction in South Africa. The study models three quality expectation variables and e-customer satisfaction. The study uses non-probability samples of 237 respondents. A quantitative approach is used in which structured data is gathered and quantitatively analyzed. The measuring instrument used is an online survey. The items in the questionnaire are validated by conducting Exploratory Factor Analysis and subsequently Cronbach’s alpha values are calculated for each of the valid constructs to confirm inter-item reliability. Multiple Regression tests are used to determine the relationship between the independent and dependent variables. The results indicate that of the three quality expectation factors, only shopping experience expectations have a significant influence on e-customer satisfaction. Service convenience expectations and product offerings expectations are recording insignificant associations with e-customer satisfaction. The study is therefore identifying the need for online shops to augment e-customer satisfaction through exceeding customers’ quality shopping experience expectations.