Analysis of Factors Affecting Customer Satisfaction in the Context of Online Shopping in Pakistan

Abstract

The purpose of this research is to explore the relationships between product quality, service quality, trust, delivery guarantee, and customer satisfaction in the context of online shopping in Pakistan. The research philosophy adopted for this study is positivism, with a quantitative research design using deductive approach. The sample design is non-probabilistic, and convenience sampling was used to select the participants. The sample size of 202 respondents was determined using heuristic sampling. Partial Least Square Structural Equation Modeling (PLS-SEM) was employed as the statistical technique for data analysis. The study found that product quality, service quality, trust, and delivery guarantee significantly influenced customer satisfaction. Moreover, trust mediated the relationship between product quality and customer satisfaction, as well as the relationship between service quality and customer satisfaction. This study provides valuable insights into the factors that contribute to customer satisfaction in the context of online shopping in Pakistan. Moreover, it contributes to the literature on the relationship between trust and customer satisfaction by exploring the mediating role of trust in the context of online shopping.