FACTORS AFFECTING CUSTOMER SATISFACTION IN ONLINE SHOPPING AT CHITTAGONG IN BANGLADESH
Abstract - Few items are as central to the philosophy of marketing as the idea of fulfilling the consumer's desires and wishes. This study describes the quality of service, perceived usefulness, social influence and economic value model of online determinants of consumer satisfaction and empirically describe them. Among 202 consumers, this survey is carried out. The findings show that perceived usefulness, social impact, and economic value are important for online customer satisfaction. But the variable quality of service was not found in the study to be significant. Having an increased focus on prevention has also resulted in a good decrease in negative attitudes. The marketing mix is implemented when testing those determinants. A questionnaire created and then distributed using systematic sampling techniques to on-line shoppers. To assess the prevalence of online shopping among the variables selected, descriptive statistics were used. The study identifies key variables that impact online purchasing choices. In the new selling environment, further studies need to be carried out to develop constructs that makes the marketing mix more applicable.