The Role of the Product Quality and Price in Achieving Customer Satisfaction in Online Shopping

Abstract

Customer satisfaction in online shopping is becoming increasingly important for companies since it directly impacts their profitability. The comparison between expectations and experiences determines customer satisfaction. The customers will be satisfied if the delivery meets or exceeds their expectations. Many factors contribute to customer satisfaction in online shopping. Still, two fundamental problems with online shopping are the quality of the products and the high price for some of the products or services. Therefore, customer satisfaction in online shopping needs to be studied to understand these problems better. This study investigates the factors influencing customer satisfaction with online shopping among university students based on 98 sample respondents, university students based in Melaka, Malaysia. This paper uses a survey, SPSS and multiple regression analysis. The two dimensions, namely product quality and price, explained 46.6 per cent of the variance in customer satisfaction in online shopping. This study also evidences the significant relationship between product quality and price with customer satisfaction. This study contributes to the body of knowledge regarding the vital influence of product quality and price on customer satisfaction with online shopping among university students. This study will likely favour the growing online retail market by enabling researchers and businesses to comprehend the factors affecting customer satisfaction