A PROPOSED MODEL FOR UNDERSTANDING THE INFLUENCING FACTORS ONCUSTOMER SATISFACTION TOWARDS ONLINE SHOPPING

The purpose of this paper is to review about customer satisfaction towards online shopping and to propose a modelfor the influencing factors that might impact customer satisfaction. We develop model based on a review ofprevious research on efficiency, privacy and security, fulfilment and convenience. The model can be used tounderstand customer satisfaction towards online shopping. This research stream can provide valuable insights foronline retailers and factors that influence customer satisfaction on their online purchases. The significance of thisstudy lies in the fact that it will provide vital insights on how effieicney, privacy and security, fullihnent andconvenience affect online customer satisfaction in Malaysia. Web retailers and onlinc sellers will develop effectiveonlinc—shopping strategies to attract new and remain customers if they able to identify the determinants ofcustomer satisfaction toward onlinc shopping.

Keywords:

Efficiency , privacy and secrrrity , fulfilment and convenience , customer satisfaction , onlinc purhases