Investigating Factors Influencing Customer Online Buying Satisfaction In Gauteng, South Africa

Abstract

ABSTRACT

The Influence of Online Shopping Determinants on Customer Satisfaction in the Serbian Market

“…It has been established that, for online shopping, reliability, security and delivery play key roles in meeting the consumers' expectations and making them satisfied [105]. The research conducted on the market of South Africa reveals that the greatest dissatisfaction of online customers is attributable to long shipping period [86]. According to [102], the most critical factor for fulfilling the customer expectations is the product delivery service.…”

“…Since the price of goods and services presents a very important motivation factor for consumers, many online shoppers expect from online stores to offer their products and services at prices lower than those in traditional stores [68]. The research conducted on the market of South Africa demonstrates that buyers expect the products purchased online to have lower prices in comparison to products in traditional stores [86]. Hence, there exists the correlation between pricing and customer satisfaction [21], [32], [104].…”

“…Consumers may read comments by other customers before deciding on an online purchase. According to [86], the wide spectrum of available products and the provision of complete information lead to recommendations and word-of-mouth advertising.…”

“…[4], [84]. Stated activities can be related to substantial time savings in e-shopping, leading to the increase of customer satisfaction [86]. This segment in e-commerce is still not developed enough on the Serbian market; yet, the future may expect time to have more impact on customer satisfaction.…”

“…According to [87], time pressures present the degree one realizes there is no time left in relation to daily obligations and chores. Since online commerce can be completed anywhere and anytime, this greatly simplifies the lives of its users; by purchasing online, consumers avoid traffic jams, they do not have to search a parking lot, and they do not have to queue nor be a part of the crowd in the store [14], [86].…”