Customer satisfaction using website functionality, perceived usability and perceived usefulness towards online shopping in India

Abstract

The purpose of this research is to understand and analyze the role of perceived usability and perceived usefulness influencing customer satisfaction towards online shopping in India. Findings of the study reveal that website functionality has a significant and positive impact on perceived usability. Additionally, perceived usefulness and perceived usability has a positive impact on customer satisfaction. The scale has been extended to include satisfaction with the ‘Cash-on-delivery’ mode of payment being adopted by Asian countries. This paper builds a foundation for researchers to extend online retailing research in developing countries where the switch over to Internet shopping is more of a recent phenomenon as compared to its adoption by developed countries.