Customer Satisfaction towards Service Provided By E-Commerce: A Case of Nepal

Abstract

This study examines customer satisfaction towards service provided by e-commerce: A case of Nepal. Customer satisfaction is the dependable variable. The independent variables are website design, reliability, privacy and security, logistic service quality and e-commerce market segmentation. The primary source of data is used to assess the opinions of the respondents regarding the customer satisfaction towards service provided by e-commerce in case of Nepal. The study is based on primary data of 150 respondents. To achieve the purpose of the study, structured questionnaire is prepared. The correlation coefficients and regression models are estimated to test the different factors affecting customer satisfaction towards service provided by e-commerce in case of Nepal. The result shows that website design has a positive impact on customer satisfaction. It indicates that attractive website design leads to increase in customer satisfaction towards service provided by E-commerce. Similarly, reliability has a positive impact on customer satisfaction. It indicates that increase in reliability leads to increase in customer satisfaction. Likewise, privacy and security has a positive impact on customer satisfaction. It implies that higher the privacy and security, higher would be the customer satisfaction. Further, logistic service quality has a positive impact on customer satisfaction. It indicates that better the logistic service quality, higher would be the customer satisfaction. Moreover, e-commerce market segmentation has a positive impact on customer satisfaction. It states that higher the e-commerce market segmentation, higher would be the customer satisfaction.