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The Influence of Website Service Quality on Customer Satisfaction Towards Online Shopping: The Mediating Role of Confirmation of Expectation

Author

Listed:
  • Karl Markos Biswas

    (Faculty of Business and Accountancy, Lincoln University College, Malaysia)

  • Mohammed Nusari

    (Faculty of Business and Accountancy, Lincoln University College, Malaysia)

  • Abhijit Ghosh

    (Faculty of Business and Accountancy, Lincoln University College, Malaysia)

Abstract

Researching customer satisfaction becomes key for organizational competitiveness because satisfied customers become loyal customers. Therefore, it is important to measure customer satisfaction towards online shopping, since satisfied customers will make repetitive purchases and provide recommendations to others, thus generating the profit for a particular e-commerce company. Customer satisfaction towards online shopping can significantly be influenced by website service quality, hence many of the previous studies set up to show the relationship between website service quality and customer satisfaction. But still, limited literature has been focused on the mediating effects of the confirmation of customer expectation on the relationship between website service quality and customer satisfaction. Hence, the aim of this study is to measure customer satisfaction based on the website service quality with confirmation of customer expectation. A total of 500 questionnaires were distributed to online customers who are working in the private banks in Bangladesh. Our of 500, a total of 342 questionnaires were used for further analysis, representing a response rate of 68.40%. The hypothesis for direct effect was tested by regression analysis using Statistical Package for the Social Sciences (SPSS). The result of the study revealed that website service quality has a significant and positive relationship with confirmation of customers’ expectations and in turn, their satisfaction level towards online shopping. Implications and directions for future research are also highlighted in this present study.

Suggested Citation

  • Karl Markos Biswas & Mohammed Nusari & Abhijit Ghosh, 2019. "The Influence of Website Service Quality on Customer Satisfaction Towards Online Shopping: The Mediating Role of Confirmation of Expectation," International Journal of Management Science and Business Administration, Inovatus Services Ltd., vol. 5(6), pages 7-14, September.
    • Handle: RePEc:mgs:ijmsba:v:5:y:2019:i:5:p:7-14
    DOI: 10.18775/ijmsba.1849-5664-5419.2014.56.1001
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    References listed on IDEAS

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    1. Pavlína Pawlasová & Vojtěch Klézl, 2017. "Factors affecting Generation Y Customers' Satisfaction with Online Group-Buying Purchases in South Korea," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 65(6), pages 2045-2054.
    2. Rajagopal, 2014. "The Human Factors," Palgrave Macmillan Books, in: Architecting Enterprise, chapter 9, pages 225-249, Palgrave Macmillan.
    3. Izyan Hizza Bt. HILA LUDIN & Boon Liat CHENG, 2014. "Factors Influencing Customer Satisfaction and E-Loyalty: Online Shopping Environment among the Young Adults," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 2(3), pages 462-471, December.
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    Cited by:

    1. Yanqing Xia, 2023. "How Has Online Digital Technology Influenced the On-Site Visitation Behavior of Tourists during the COVID-19 Pandemic? A Case Study of Online Digital Art Exhibitions in China," Sustainability, MDPI, vol. 15(14), pages 1-20, July.
    2. Johanna Pangeiko Nautwima & Asa Romeo Asa, 2022. "Exploring the Challenges and Factors Impeding Effective Public Service Delivery at a Municipality in Namibia," International Journal of Innovation and Economic Development, Inovatus Services Ltd., vol. 8(5), pages 15-24, December.

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    More about this item

    Keywords

    Customer satisfaction; Online shopping; an E-commerce company; Website service quality; Bangladesh;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General

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