The critical factors impact on online customer satisfaction

In the last decade, the concepts of customer satisfaction and customer retention have gained increasing importance in both online and off-line businesses. The primary objective of the present study is intended to ascertain the factors that affect online consumers’ satisfaction in Taiwan. In it, information quality, system quality, service quality, product quality, delivery quality and perceived price have been identified and taken as the antecedents of user satisfaction. The present study, too, holds the key to unravelling how these factors may influence online consumers’ satisfaction. A survey was conducted with 390 Taiwan’s university undergraduates who had online purchase experience. Multiple regression techniques were used to verify the overall model fit and to illustrate online customers’ satisfaction. The results showed that online consumers’ satisfaction was positive and significant affected by information quality, system quality, service quality, product quality, delivery quality and perceived price at significant P <0.01 level. Moreover, delivery quality was the most important factor and followed by product quality. The evidence generated in the present study suggests that e-commerce operators should pay more attention on the product sourcing, and cooperate with the delivery supplier to provide a higher delivery quality such as correct order, on time, and safety package. The implications of this finding, among others, are thoroughly discussed in the concluding section.