The relationship between customer satisfaction and online purchase behaviour among degree student in UiTM Campus Samarahan / Ferrillynna Claret Maikor

The rapid growing use of internet in Malaysia has set a platform to e-retailer to be more active in doing online business. They sell almost everything on internet such as clothes, shoes, accessories, scarf, gadget, supplement, jewelry, air ticket and many more. There are some popular e-retailer among online shoppers are Zalora.com, Amazon.com, and Lelong.com. Therefore, it is important for an e-retailer company to know about the factors affecting customer satisfaction toward online shopping and what are the effects if they very satisfied with the online shopping services. This will help them to improve online shopping services thus will help to retain their existing customers. Besides, e-retailer will also be able to develop their marketing strategy which will help to convert potential buyer to become active buyer. In this research, I focus on factors that influence customer satisfaction. There are four dimension of customer satisfaction which is website design, website reliability/fulfillment, website customer service and website privacy/security. All these factors than will lead to customer’s purchase behavior which are purchase intention, positive word of mouth, trust, price sensitivity and their no of time revisit the web site.