In the online shopping process, when potential consumers identify a need for certain goods or services, they go online and search for information related to the needs. Smart mobile devices have all user tips and mouse tips so online shopping is becoming fashionable in Bangladesh. In addition, the basic feature of online shopping is the ease of this purchase, which is related to customer satisfaction.
This study attempts to derive the dimensions of e-service quality for online shopping service in the country and assess the impact of service quality factors on customer satisfaction in Bangladesh. The main focus of this article is to identify these factors and analyze the reasons behind consumer satisfaction in online shopping. The overall aim of the study is to find out the attitude of the people of Bangladesh towards online shopping behavior.
The specific objective of the study is to find out the answers to our questionnaire and give clear recommendations about the online shopping behavior of the people of Bangladesh.
E-service Quality
Online shopping is the way of shopping where the buyer can order a product or service by using the internet As this article is about identifying the service quality factors of online shopping, some previous studies done on the topic of online shopping will be discussed in this segment. , this study draws from the previous theories to develop hypotheses regarding the impact of service quality factors on customer satisfaction in relation to online shopping. Customer satisfaction is essential to create long-term relationships with customers and to maintain profitability of online retailers E-satisfaction is a critical component in determining the success of online shopping, especially in the B2C market Aderson and Scrinivasan (2003) defined e-satisfaction as customer content in terms of their previous purchasing experience with a given e-commerce company. Zeithaml 2002) argued that gaps in the removal electronics service quality lead to customer satisfaction, which increases the value of e-SQ, purchases and repurchases received. Since online shopping is only the way to communicate through a virtual medium, it is necessary to have customer service nearby.
Since most of the actions of an online shopping company are non-physical, people find it difficult to trust these sites. Many researchers have tried to identify the factors that lead to customer satisfaction in online shopping. 2015) found that adoption is the level of online shopping in a country, the level of preference over traditional shopping, users and non-users of online shopping and recommends some steps to make online shopping more acceptable to consumers.
But reference to service quality and customer satisfaction dimensions of online shopping in Bangladesh is scarce in the literature. Searching the literature, a striking imbalance has been found where relatively little attention has been paid to identifying the determinants of service quality dimensions and the impact of service quality on customer satisfaction with online shopping in Bangladesh. As we observed that one of the fastest growing industries in Bangladesh is the e-commerce industry, therefore, it is important for online retailers to analyze the variables that determine the quality of online shopping service in Bangladesh and assess the impact of quality of customer service. pleasure.
In this context, the present study is an attempt to fill the above gaps and analyze the prevailing service quality and customer satisfaction problems of the online shoppers of Bangladesh. Furthermore, in the perspective of the changes and development that the websites offer, another section has been created, "online business". Yet, a large part of our population is not aware of the online shopping options and needs to be trained to use them.
Parent organization — Rocket Internet
For Daraz Bangladesh, the vision is - "To be the number one marketplace by offering top quality services to all our sellers and customers". Daraz's mission is: To spread all over Bangladesh and gain the highest market share in the e-commerce sector, make all necessities available to customers and find the best sellers around the country to showcase their products on the Daraz website. Ensure a good experience for the buyers while we flourish our business by working closely with the sellers.
Our country has caught the online trend quite quickly and the market has been growing ever since, so this organization has invested in many ventures here. Daraz will focus on winning the market by creating loyal customers by providing the largest variety of different items at the lowest price. The operations team of Daraz Bangladesh is the largest department in the company which consists of many departments in it.
A brief idea of the organogram is given below, but the complete outline is mentioned in the appendix section. Secondary data is obtained from articles, brochures, magazines, researches, some foreign and local online shopping sites and nationally and internationally published literature. Also, the non-probability sampling technique was used and the research was done in a short period of time.
Most of the data required for the study was collected from primary source through a structured questionnaire & the questionnaire contains twenty five questions. In the questionnaire we use Likert scale questions. All the respondent from the geographical area of Dhaka, Bangladesh and all have experience of online shopping. We have made some questionnaires about preferences and factors related to online shopping and are doing the field survey by selecting the defined respondent.
Limitation of the Study
This study obtains primary data by conducting a survey among consumers who use the Internet for their purchases. The study is limited by the small sample size, which may not be sufficient to fully represent the actual population.
Gender
Findings of the study
Hours Online/ Day
First Start Internet
Purchase Frequency in a Year
Here we found that the total 06 times respondents do their online shopping to buy watch and the percentage is 7%. The respondents are book bought online 9 times and the percentage of that is 7%. The purchase frequency of ornaments is 15 and its percentage is 12%. Mean F Model Sum of Squares Df. Constant), required information is available, free home delivery, order large quantity of products, offer discount, satisfied with price and quality of the product, variation in prices, websites are profitable, meet demand in emergency.
To find out if consumers are satisfied with the chosen organization, we have made a regression analysis. For that, we defined our dependent vanable as “satisfied with online organizat.cn” and the independent vanables are “required information is available, free home delivery, order large quantities of product, gives discounts, satisfied with price and product quality, variety in prices, websites are lucrative, meet the demand in case of emergency". Here the R Square value of .850 and adjusted R Square value of .831 means that there is correlation between , required information is available, free home delivery, ordering large quantities of product, giving discounts, satisfied with price and product quality , variation in prices, sites are lucrative, meet demand in emergency.
This means that independent variable, satisfied with price and product quality, meeting the demand in emergency, websites are lucrative has a significant influence on the dependent variable, satisfied with online organization. To understand the effect of independent variable "satisfied with price and product quality, meet demand in emergency, websites are lucrative" on dependent variable "satisfied with online organization", we have analyzed the following results. The number of satisfied customers with online organizations is 44 and they agree. Strongly agree that the satisfied customers with online organization are 10. Constant), required information is available, free home delivery, order large quantities of product, gives discounts, satisfied with price and product quality, variation in prices, websites are lucrative, meets demand in emergency.
The online organization does not provide satisfactory service which 5 respondents feel and agree with.
Websites Are Lucrative
Fulfill Demand in Emergency
The number of respondents who have used the internet for more than three years is 43 and the number of customers who have used it for more than one year is 22. In our research, we found that the customers mainly bought Jersey/T-shirt from Daraz and the purchase frequency is 26 The second item of online purchases is Dress and its purchase frequency is 21. The respondents buy 17 times through Akhoni.com and the number of purchase frequencies is 12 by the respondents who used Priyoshop.com.
In our research we found that out of 75 total 45 respondents agreed that the price and quality of the product are satisfactory. The respondents are mostly male and their number is 48. The total number of female respondents is 27. Plans should be developed to find out how the factors influencing the customers should be better provided to increase the sales.
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