Customer Satisfaction in Online Shopping: A Case Study On Bangladesh
Customer Satisfaction in Online Shopping: A Case Study On Bangladesh
Customer Satisfaction in Online Shopping: A Case Study On Bangladesh
net/publication/333149195
CITATIONS READS
0 2,269
3 authors:
SEE PROFILE
Some of the authors of this publication are also working on these related projects:
All content following this page was uploaded by Md. Atiqul Hoq on 02 July 2019.
Researches over the past two decades has demonstrated statements which have been used in previous research
that service quality influences consumption decisions, materials to measure the opinion toward online shopping.
but only recently these findings have been applied to e- Few more questions were added along with these
commerce [3]. Other studies have found that the questions considering the nature of online shopping in
satisfaction of customers depend on online store features Bangladesh. While doing so, interviews with a
when it comes to evaluating performance of e-commerce judgmental sample of online shoppers were conducted to
businesses [4]. People find it more convenient if the gather knowledge from their experiences. The
information they look for is readily available. Customer questionnaire consisted of 20 close ended questions for
satisfaction is known to be affected by the depth and ease this research. There are three main sections in the
of gathering information from a website [5]. questionnaire which is Section A, Section B and Section
A research stated that online shopping contains risks C. Section A, indicating demographic information:
such as financial, product, non-delivery, convenience respondent’s gender, age, education level, income.
etc. which can demotivate people to buy from e- Section B is about the level of understanding of online
commerce stores [6]. If the apparent uncertainty is higher shopping and Section C indicating factors affecting
there is a greater chance of people shifting to physical customer satisfaction which is product quality, service
stores and not purchase from online companies. quality and shopping experience. In this paper, some
From the above discussions we can come to a conclusion basic questions followed the simple attitude scale for
that along with other variables service quality, speed of survey. However, mostly Likert scale was used for
delivery, price, product conformity, complain settlement measuring attitude of the respondents. Respondents
are the major forces that drive customer satisfaction indicated their own perspective by checking how
towards online shopping. strongly they agree or disagree with the statement.
C. Collection of Data
III. METHODOLOGY In this research, both primary and secondary sources
were used to collect information. Relevant books,
The nature of this research is descriptive and the goal of journals, research paper and websites were used to
this research is to discover the consumer’s satisfaction collect secondary data. Personal shopping experience,
towards online shopping in Bangladesh. Descriptive observations and interaction with the customers through
research is used for describing characteristics of any the use of questionnaire played a big role for primary
population, phenomenon and organizations. A data. 225 responses were collected by hard copy of the
quantitative analysis has been used to analyze the questionnaire and with the help of Google form.
research data. All questions are close ended because all
possible answers were given to the respondents and such IV. STATISTICAL TREATMENT OF DATA
questions are easy to use, reduce interviewer bias and
reduce respondent bias. The data have been analyzed by using IBM SPSS
A. Respondents & Sampling Procedures Statistics 20 software. Some chart and tables have been
The research population constituted of urban people used to examine the collected information and give
from Dhaka, Chittagong, Sylhet and Khulna in visible representation of the study.
Bangladesh. Among this population who have purchased A. Demographic Characteristics Analysis
online are included in the sampling framework of the
study. However, nonprobability convenience sampling The primary data are collected from 225 respondents
method has been applied to conduct the research as there from four divisional cities of Bangladesh (Dhaka,
is no database containing the list of online shoppers in Chittagong, Sylhet and Khulna). The demographic
Bangladesh. The convenience sampling method was attributes of the sample respondents are as follows:
used for measuring the customer satisfaction towards
online shopping. The criteria for selecting the sample TABLE 1:
respondents were that they have internet connection with
PLEASE INDICATE YOUR GENDER.
some online purchase experience. This survey is carried
out in two different modes such as offline (hard copy Valid Cumulative
Frequency Percent
mode) and online to distribute the questionnaires to the Percent Percent
respondents. The hard copies were handed over to the Female 95 42.2 42.2 42.2
Male 130 57.8 57.8 100.0
respondents with a brief introduction of the research Total 225 100.0 100.0
topic. The online mode of questionnaire was distributed Among the 225 respondents 130 are male and 95 are
social networks to friends and peers with the help of female respondents.
Google Form, who further relayed the questionnaire to
their peers.
B. Research Instrument/Questionnaire
A survey questionnaire was developed to conduct the
research process. An iterative process has been followed
to design the questionnaire. The questionnaire includes
TABLE 2 The analyzed data shows that the most of the customers
have low trust level on stores and this also indicates that
WHICH OF THE FOLLOWING AGE GROUPS DO YOU
BELONG TO? the customers are not very satisfied with the behavior of
the online shops due to low trust and this is the most
Frequency Percent
Valid Cumulative faced barrier for the highest number of respondents.
Percent Percent
18-25 143 63.6 63.6 63.6
C. Customer Satisfaction
26-35 74 32.9 32.9 96.4
36-45 7 3.1 3.1 99.6 In this section of the report we tried to focus on the
46 and
1 .4 .4 100.0
factors that are straightly related to the customers’ level
above of satisfaction and being a loyal customer to the online
Total 225 100.0 100.0
stores. These factors not only say that a customer is
satisfied or not but also indicates that the customers
Online shopping is more popular among young adults repurchase and loyalty depends on them. The questions
(18-25) generation as they like using the internet more for these variables are designed in five point Likert scale
than other age groups above 18. Among 225 respondents,
where 1=strongly disagree, 2=disagree, 3=neutral,
125 bachelor degree holders is the major group.
4=agree and 5= strongly agree. This section has
designed with the factors namely service quality of the
B. Online Shopping Trends in Bangladesh
sellers, timely delivery of the products, price of the
Online shoppers in Bangladesh have been facing several products, products’ conformance and complaint
problems and barriers while shopping online. This
settlement procedure of the online stores.
section has focused on those problems and barriers that
have higher possibility to occur while customers shop In the survey for this paper people are mostly stayed
online and those which may have a relation with with the neutral position against their satisfaction in
customer satisfaction. The analyzed data shows that no terms of price.
availability of quality goods and services is the most
faced problem by the online shoppers and this has the TABLE 5
highest percentage. This is also an indicator that
Bangladeshi customers for online shops are not satisfied The Service Quality of Sellers Is Important.
Valid Cumulative
because of the lacking in availability of quality goods and Frequency Percent
Percent Percent
Responses Percent of
N Percent Cases TABLE 7
Safety of payment 55 16.3% 24.4%
Low trust level on online SO FAR, YOU ARE SATISFIED WITH THE SPEED OF
150 44.5% 66.7%
store DELIVERY FOR ONLINE SHOPS.
VAT, Customs Duty 26 7.7% 11.6% Valid Cumulative
High shipping cost 49 14.5% 21.8% Frequency Percent Percent
Percent
Delivery too slow 39 11.6% 17.3% Strongly
Others 18 5.3% 8.0% disagree
10 4.4 4.4 4.4
Total 337 100.0% 149.8% Disagree 37 16.4 16.4 20.9
Neutral 59 26.2 26.2 47.1
Agree 108 48.0 48.0 95.1
customers and for this purpose great amount of attention of Business and Management (IOSR-JBM), Vol.20,
is required to find the factors that the customers are Issue 3. Ver. 5 (March. 2018), PP 10-15, e-ISSN:
looking for and through this research we tried to focus on 2278-487X, p-ISSN: 2319-7668.
five major points: service quality, speed of delivery, [3] Yang, Z. and Jun, M. (2002), “Consumer perception
price, product compliance and complaint settlement that of e-service quality: from internet purchaser and non-
are found to be important in other studies conducted purchaser perspectives”, Journal of Business
before in different countries. Strategies, Vol. 19 No. 1, pp. 19-41.
VII. RECOMMENDATIONS
In this competitive era of online business Bangladeshi [4] Pagani, M. (2004). Determinants of adoption of third
online stores and Facebook shopping pages should keep generation mobile multimedia services.
a good harmony with the modern structures. Some [5] Jin, B., & Park, J. Y. (2006). The Moderating Effect
factors that Bangladeshi online entrepreneurs need to of Online Purchase Experience on the Evaluation of
look over are mentioned below: Online Store Attributes and the Subsequent Impact on
a. Delivery of better service and focusing on Market Response Outcomes.33.
improved customer experience should be [6] Bartley, C., & Steve, W. (2003). High growth in
increased. search creates opportunities for niche players.
b. The complaints made by the customers should
be attended without any delay to increase faith
in the shopping site.
c. Plans need to be developed to identify other
factors that affect customers’ satisfaction.
d. Since online shopping is a new sector for
Bangladesh so before entering into the
competition customers requirement must be
researched.
e. The online privacy and safety rules should be
maintained.
f. There should always be double checking to
ensure error free products go to customers.
g. More preference to website content should be
given so that customers have a clear idea of the
product they will be getting.
REFERENCES