CUSTOMER SATISFACTION AT AN ONLINE STORE IN SOUTH AFRICA

Online shopping has become a common way in which retail businesses are conducted across most parts of the world. South African (SA) retailers such as Takealot, Makro, and Spree added this function to their existing operations. However, survival SA online stores is compromised by competitive activities set international players, including Amazon, eBay, Google. Nine West Mango have closed amidst poor financial performance. The adoption customer-centred approach among strategies that can take remain competitive. It against background study sought assess customers’ perceptions electronic service quality determine its influence on customer satisfaction behavioural intentions. A quantitative descriptive methodology, using questionnaire structured SurveyMonkey, was employed collect data from sample 300 customers store SA. SPSS V24 conduct multivariate analyses, factor analysis correlations analyses. results indicated respondents were not fully satisfied with regarding efficiency, system availability, fulfilment, privacy, responsiveness, compensation, contact. also found sub-constructs positive effect satisfaction. Furthermore, researcher had Several implications for practice provided management facilitate improvement