Literature Review

Customer satisfaction dimension and impact of customer loyalty in online shopping sites

E -Commerce

E-commerce is way of business through internet which relates to information searching

activities, information sharing, purchasing products and services and also maintain customer
relationship without any face to face interaction unlike transaction do in traditional way. Often
wrong perception made about the way of doing E-commerce business between web retailers and
end customers but E-commerce encompasses an full range of conducting online business. lt’s
interaction between Business to customer, Business to Business, & Business to government.

Customer Satisfaction

When products and services according to the customers expectation then we called it customer
satisfaction. If we provide product and service through online shopping sites than customer
should be loyal towards shopping site, and E-Commerce company generate more profit when
customer purchase product repetitively. In this research satisfaction is related to the outcome of
the customer purchase and the performance perceived in order to measure the attitude of
respondents towards product.

Purchase Intention

Model of “The Unidimensionalist View of Attitude” Purchasing intention is outcome of attitude

which reflect to willingness of customer's to buy from a particular E-retailer. Actual behavior of
the consumer consider entertaining for research. Purchase intention refers to the actual purchase
behavior of consumer, because it is impossible to experimental study on actual purchase
behavior of consumers. E-commerce Trend in Thailand business to Consumer transaction was
equivalent to 1% established in Thailand 1999-2003. At that time only 20% of internet use buy
things online. However, the percentage of Thailand users shopping online has increased from
47.8% in 2010 to 57.2% in 2011 which is increase of 9.4% from 2010. Also, the numbers of
active customers who traded online were 15,510 in 2004, around 340 percent higher than those
in 2002.

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So customer satisfaction related to Technology factor, shopping factor, Product factor which
relates to Price, Quality, delivery and security.

Surprisingly As compare to others security at last choice. So assumption made was security
perceived as standard attribute in and online shopping site. Others attributes of consumers take
priority in the chosen online shopping site so other attributes take priority once customers have
to choose the site to shop from. (Christian & France 2005)

Factors that attracting customers to online site and factors used able to retain customers by
considering main role of price. IF wander not provide them good services and no delivery on
time than wander should bear damages in terms of customer loss. Interestingly, E-shopping site
using low price promotions to attract customers, who are well known having a low loyalty.
Demographic characteristics purchase decision, and attitude motivating the youngsters to buy
online.
(David J. Reibstein 2002)

Building a website seller should focuses on the perception related to product and shopping
convenience. Product perception is most important factor among the students with high skills to
use technology to greatly influence price and Quality. (Jarvenpaa & Todd 1996-97)

In hight experienced customers system quality and service quality critical factor leading
customers satisfaction. (Rodgers et al. 2005).

Investigation about the relationships between Website quality, value to customer, and defining
the sub-attributes of each main factor, Web-customer satisfaction can be classified into two
distinctive characteristics which are Web information quality (IQ) referred as quality of
information present in the website as customer perception. and Web system quality referred to
perception of customer about the website performance.

Journal of Economics, Business and Management, Vol. 2, No. 1, February 2014

Taweerat Jiradilok, Settapong Malisuwan, Navneet Madan, and Jesada Sivaraks

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Satisfaction and the loyalty are two important constract effect on administrative concept. Loyal
customer are necessary to growth and performance of the company. Company concentrate and
utilize this strategy for future. (Vilares and Coelho, 2003)

Increase in the satisfaction of customer towards store as a result to increase in the loyalty of the
customers. Furthermore, this phenomenon is great in know store rather than unknown store.
There is a strong connection between satisfaction of the customer and loyalty toward shop. It
emphasized the positive relationship between the satisfaction on the brand and the loyalty to the
store with the loyalty. (Binninger, 2007)

Study included 867 consumers of E-magazines through a website, it confirmed the results
customer experience on the brand effecting the trust satisfaction and the loyalty. Depending on
the relationship between customer and brand. As well as satisfaction and trust are the levels of E-
sites which refers to the loyalty of E-sites.Trust and satisfaction impact positively on loyally of
E-sites.
(Horppu et al., 2008)

Quality impact positively in the customer satisfaction and the loyalty on E-sites.
(Selnes, 1993)

In Tiwan variefy the experience of users on E-sites and concluded customer satisfaction directly
and positively impact impact on their loyalty in E-shopping sites. Acceptance of technological
factors will directly and positively affect satisfaction and loyalty of customers towards the E-
shopping sites. Online shopping sites sevices quality directally and positively effect.. Last but not
least, postively and directly effect of cost the cost toward the customer satisfaction and loyalty.
(Lin and Sun, 2009)

Mediate impact of customer services and the loyaly on the customer satisfaction. ’ service lie in
between the total connection of customers’ service skills and customers (Abu-El Samen et al.,
2011)

IJER © Serials Publications 13(3), 2016: 1041-1054

ISSN: 0972-9380

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To satisfy online customers convenient and dependable shopping are most significant factor.
(Jarvenpaa and Todd 1996)

Factors that effect satisfaction Technology factors, product factors, shopping factors followed
trust towards E Commerce that result to increase in the customer satisfaction towars online
shopping sites. (Christian and France 2005)

Web Information Quality (IQ), customers’ perception on the quality of information presented on
a website and Web system quality, the customers’ perception of website’s performance on the
delivery have positive effect on the customer’s. (Hsuehen, 2006)

Consumer satisfaction towards online shopping depends on E-store image, time required for
product delivery, quality of service offered by the vendor to consumers and transaction cost.
(Canavan et al. 2007)

Extend the customer satisfaction with the quality of goods, superior customer services, detailed
information on website and the timely delivery of goods on their online purchase.
( Pervaiz Ali, Sudha Sankaran and Peter Stevrin 2010)

Shopping experience and the product quality increase customer satisfaction towards online
shopping sites. (Md. Aminul Islam et.al 2011)

Factors that user interface and information quality, perceived quality and perceived privacy, that
effects the design of website factor increase customer satisfaction towards online shopping sites.
(Mustafa 2011)

Eight factors that determined the customers satisfaction towards online shopping sites are
Website design, Security, Information Quality, Payment Method, E-Service Quality, Product
Quality, Products Variety and Delivery Services.

(Guo et. al.2012)

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E-sevice quality and information quality leads to the customer satisfaction and tge loyalty
towards online shopping sites.

(Hila Ludin and Boon Liat Cheng 2014)

Customers’ satisfaction on their online purchase depends on product feature satisfaction,

tangibility, empathy, effectiveness and understandability.

(Lai Wang Wang and Quoc Liem Le 2015)

in their study ascertain that customer’s satisfaction on their online shopping link with the Area
of Residence, Age, Gender, Occupation and Cost of Recent Purchase.

(Sathiya Bama and Ragaprabha 2016)

Research conducted by the Digital Media and Marketing Association (DMMA) and Echo
Consultancy estimates the total internet population in South Africa in 2013 to be almost 14
million users. This represents 39% of the (Cinman, 2013)

Online shopping, enables customers to make use of an online store to search for products and
services, order the selected products and services, choose a delivery method, indicate an address
and date, and pay for them. All the products and services of these online stores are described
through text with photographs and multimedia files. On receipt of an order the online store sends
an electronic confirmation to the customer. In recent research done by MasterCard the products
mostly purchased online by South African shoppers are products such as air tickets, travel, and
accommodations. (Goldstuck, 2013)

The storefront, the shopping cart, the payment process, and the order fulfillment are four main
categories of online shopping sites. (E-marketing dictionary,
2014)

Different advantages of online shopping that benefits to both consumer and the online business
is that of convenience. Customers do not have to go to a store if the store offers e-shopping. They
can simply make use of a computer or mobile phone to do their shopping in the convenience of

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their home or workplace. In research conducted by Jana on more than 600 consumers, it was
found the biggest factor in online shopping. .
(wealthwisemag.com, 2013)

There is also the time saving benefit which online shopping offers to customers. Shoppers do not
have to take the time to travel to a store drive through heavy traffic stand in long rows. They
also don't have to restrict their shopping to business hours since online shops are open 24 hours a
day as Compared to physical shopping. It allows customers to quickly compare similar products
and price through visit. (Koble, 2014)

The percentage of internet users shopping online grew to 58% in 2012, compared to 53% in
2010 and 44% in 2009. Research by the (WWWI) that R3.6 billion was spent on online retail in
2012. The expected rise in 2013 is 25% more. Duncan (2013)

42% of online shoppers buy online at least once a month. Research indicates that the category of
people who earn R20,000 per month has less online shoppers than those who earn more. The
highest percentage of online shoppers earn more than R50,000 per month and 38,000 income
people are medium online purchaser. (Kloppers, 2013).