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Influence of the Determinants of Online Customer Experience on Online Customer Satisfaction

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  • Shefali Jaiswal
  • Anurag Singh

Abstract

The role of online retailing is increasing with each passing day for any business and therefore offering value to the customer which in turn also yield benefit to the retailer and differentiate it from the competitors is an important task. By getting an idea of how customer perceive and evaluate the offerings, retailers may be able to influence the customers in that particular direction. This research paper aims in identifying the major factors or attributes that affect the customers, evaluating their overall experience while shopping on the digital platform and also their impact on online customer satisfaction. This study aims to explore the determinants of online customer experience of Indian shoppers and its effect on the satisfaction of the customers. For the purpose, 325 e-shoppers were surveyed through online mode using snow ball sampling technique. To achieve the objective, exploratory factor analysis was used and multiple regressions were applied. Furthermore, the findings suggest that economic value, customization, post-purchase experience and customer services are the major factors on which customers evaluate their overall online experience and satisfaction.

Suggested Citation

  • Shefali Jaiswal & Anurag Singh, 2020. "Influence of the Determinants of Online Customer Experience on Online Customer Satisfaction," Paradigm, , vol. 24(1), pages 41-55, June.
    • Handle: RePEc:sae:padigm:v:24:y:2020:i:1:p:41-55
    DOI: 10.1177/0971890720914121
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