Abstract

Customer satisfaction has been identified as an important phenomenon in relation to online shopping.  The investigation of what cause customer satisfaction has become paramount for online businesses. Therefore, the purpose of this study was to identify the determinants of customer satisfaction in an online context. In this study, the authors proposed a conceptual model of customer satisfaction in the online context by identifying the key factors proposed by previous studies, and hypotheses were developed accordingly. The hypotheses were tested through multiple regression analysis, based on a sample of 150 online customers. The study found that customer service, website design and security perception were significantly associated with online customer satisfaction.

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