Customer satisfaction using website functionality, perceived usability and perceived usefulness towards online shopping in India

Urvashi Tandon · Ravi Kiran · Ash Narayan Sah

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty Usability and User Interface Design

Abstract

The purpose of this research is to understand and analyze the role of perceived usability and perceived usefulness influencing customer satisfaction towards online shopping in India. Findings of the study reveal that website functionality has a significant and positive impact on perceived usability. Additionally, perceived usefulness and perceived usability has a positive impact on customer satisfaction. The scale has been extended to include satisfaction with the ‘Cash-on-delivery’ mode of payment being adopted by Asian countries. This paper builds a foundation for researchers to extend online retailing research in developing countries where the switch over to Internet shopping is more of a recent phenomenon as compared to its adoption by developed countries.

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References

1991The theory of planned behavior 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1992Alternative Ways of Assessing Model Fit 2006Understanding and Predicting Electronic Commerce Adoption: An Extension of the Theory of Planned Behavior1 2003eTailQ: dimensionalizing, measuring and predicting etail quality 2004Toward an understanding of the behavioral intention to use mobile banking 2005The role played by perceived usability, satisfaction and consumer trust on website loyalty 2008Consumer e-shopping acceptance: Antecedents in a technology acceptance model

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