CHAPTER II
REVIEW OF RELATED LITERATURE AND STUDIES
This chapter presents the local literature and studies
concerning factors influencing customer satisfaction of online
shopping through fulfilling the expectations of the customers.
FOREIGN LITERATURE
Azadavar, Shahbazi, and Teimouri (2011) emphasized that
factors such as trust, customer service, the price of products
and security, encourage people to buy online products. Amongst
all the other factors, the most important one is transaction
security. Eid (2011) claimed that the trust and the customer
satisfaction could be enhanced during online shopping only if
the customer is assured of the product quality and quality
information. Khan, Al-Balushi, Algaithi, and Alshihi (2017)
claimed that the information reliability is the factor which
highly induces customer satisfaction. Suddenly, it seemed that
young people were becoming significant consumers (Abrams,
1961) and developing styles which were outwardly very
different from those of their parents.
Lin, Wu, and Chang (2010) identified the most important
factors affecting online consumers’ satisfaction are delivery
quality, product quality, service quality, system quality and
a considerable level of perceived price. Al Karim (2013)
stated that the information available with diversified
products, reasonable prices, easy ordering system, and
delivery without damage are the catalysts for online customer
satisfaction. Zamri (2014) confirmed that the three factors –
product quality, brand diversity, and shopping experience
influence online shopping customer satisfaction. Jiradilok,
Malisuwan, Madan, and Sivaraks (2014) claimed that the
shopping experience plays an important role in attracting
customers as the experienced customers have sufficient
knowledge of the price, the reliability of the website and the
payment security. Wu and Tseng (2014) stated that the
experiential marketing could easily enforce the customer
satisfaction and customer loyalty. El Khatib and Khan (2017)
claimed that the younger generation prefers online browsing
mainly because of information reliability.
LOCAL LITERATURE
According to Hooda and Singh (2018), online shopping is
very rampant and convenient to numerous people who have a
hectic schedule, don’t have time and energy to spend their
precious time in the mall to shop for their needs and wants.
It has been vigorously escalating at a breakneck speed and its
immense popularity has reached massive number of prospective
customers day by day as it provides ease and convenience to
them. The consumers are able to further scrutinize the details
of the products or services that they are eyeing through the
use of internet along with web browser from the sales
representative when they visit the retailer’s e-commerce
website directly. In addition, the consumers get assisted by
the different vendors by utilizing a search engine, providing
sufficient knowledge and information about the specific
product or service that they offer and building a buyer-seller
relationship.
According to Chin and Goh (2017), convenience is one of
the advantages of online shopping. Through the help of the
internet, anybody can get an access to the vendor’s e-commerce
website directly. Online shopping has provided 24/7 operations
to give enough time to customers to decide and purchase their
desired products as per their timetable. Broader selection is
one of the vital benefits of online shopping. The consumers
can select the best products from the given alternatives.
Online sellers provide more selection than offline stores and
it is really fascinating to look at because there’s a lot to
choose from. It makes it more appealing to the market and it
can definitely get the attention and interest of the
prospective buyers. Online stores also help in shipping the
products to the consumer’s place and they find it more
efficient because it is time saving and hassle-free. Ratings
and reviews of the former buyers help the new customers
immensely. It has become their basis on deciding whether to
purchase a specific thing or not.
According to Duarte and Freymann (2018), price is one of
the factors which sways customer. If the same product is
available at lower price somewhere, it’s going to affect the
business. Lowest possible price sways the customer towards the
business. Low price doesn’t imply that customer will be
satisfied with cheap products. Quality of the product is
another major factor which affects the business. Customer
expects to get the best deal in lowest price possible.
Behavior of staffs towards the customer also impacts the
customer satisfaction. Home delivery, online ordering and
other facilities can affect the consumers too. Consumers tend
to move towards the business which makes the purchasing more
convenient. With online shopping, customers can purchase while
sitting at home and expect to get the products delivered on
their doorsteps within a certain time frame. Customers always
want to have affordable, reasonable and justifiable price
along with good quality products and services.
JUSTIFICATION OF THE STUDY
According to the foreign literature and local literature,
the factors influencing customer satisfaction of online
shopping will affect a consumer’s behavior in terms of
purchasing. The same literature can be compared to the current
study on the said topic.
After thoroughly going through the above literature
review, the questionnaire was prepared in line with the
variables identified and the data was collected from the
respondents. The researchers used the QSA Model in identifying
the variables. This model was reflected in the study conducted
by Noura, et al. (2018), from which the current study is
based.
