Exploring Key Factors for Customer Satisfaction in Online Shopping: A Systematic Literature Review

Abstract

In the context of online shopping, customer satisfaction is considered as a important matter to be focused by marketers and organizations. Consequently, identification of what really affects customer satisfaction in online context is useful from many aspects. Previous researchers have attempted to address this important concept mostly through their empirical studies, utilizing limited number of factors. A closer examination reveals that those studies have utilized different sets of factors and been performed in different contexts. Overall, prior studies remain broad and appear relatively fragmented. At present, there is a lack of research which have used a systematic literature review process to examine the factors affecting online customer satisfaction. Therefore, the purpose of this research is to perform a comprehensive study on literature related to online customer satisfaction and analyze the factors identified by previous scholars under different criteria. Accordingly, the researchers gathered all possible studies related to online customer satisfaction between the period 2000 and January 2019. The study identified forty-one previous studies done by different researchers which revealed fifty-one different factors affecting online customer satisfaction. The researchers performed a rigorous analysis of those fifty-one factors under different criteria and results are presented in this paper.