Factors influencing customer satisfaction and e-loyalty of online shopping

Abstract

This study designs to the factors that influence consumers' satisfaction, and how satisfaction affect consumers' loyalty when they are in an online shopping environment. A sample of 71 responses collected throughout Wenjuanxing, and it took about two months to complete the whole progress to collect and analyze data. What is more, the online questionnaire survey method was used to collect data from participants. All the data gathered were analyzed by Statistical Package for the Social Science (SPSS). The reliability of the data proved by reliability analysis. Besides, the regression analysis used to prove the relationship among variables. Findings show that delivery service and coupon offers have an impact on customer satisfaction. It can also find that customer satisfaction can have a positive impact on e-loyalty. However, the study shows that product quality, security perception were not significant towards customer's satisfaction. Overall, this research can help online marketers to design effective marketing strategies.