Published Paper Details:

In contemporary business landscape, numerous enterprises have transitioned from conventional brick-and-mortar models to online platforms, capitalizing on the burgeoning e-commerce ecosystem. Understanding the nuances of customer satisfaction in this digital age is paramount, as it directly influences repeat purchase behavior and brand loyalty. This research delves into the multifaceted factors that influence consumer satisfaction in the realm of online buying, a domain experiencing exponential growth due to increased accessibility to affordable internet and smartphones. The primary objective is to dissect the key determinants that shape consumer perceptions and subsequent satisfaction levels derived from online purchasing experiences. To effectively gauge consumer satisfaction, this research will explore several pivotal constructs, including website design, convenience, security, product variety and ease of shopping and their influence on shaping overall customer satisfaction. While a significant portion of consumers find e-commerce platforms user-friendly and helpful for product comparisons, enhancements in visual appeal and personalized suggestions are needed to better align with consumer expectations with data security and privacy.