CUSTOMER SATISFACTION IN ONLINE SHOPPING: A CASE STUDY OF BANGKOK URBAN AREA
This study aims to measure customer satisfaction in online shopping. Along with the increasing usage of the Internet, e-commerce has emerged as a relatively new sales channel in Thailand. Consumer satisfaction and reputation are most important parts of online shopping, both contributing greatly to future demand growth. Trust in online shopping is the major difficulty due to inability to touch the product before purchasing. This factor can also effect customer satisfaction and customer behaviour in relation to various products and services. The purpose of this research is achieved by means of using the online customer survey in Bangkok urban area, Thailand. Some recommendations are addressed to online retailers, namely, it is offered to take more responsibility for the online shopping process so that to make it more admired and trustworthy.
Haque, A. & Khatibi, A. (2007). The Impact of internet marketing on customer satisfaction: A study Malaysian perspective. Journal of Mobile communication, 9 (121).
Kolter, P. & Keller, L.K. (2009) Marketing Management. (13th edition). New Jersey: Pearson Education Ltd.
Lam, D. (2005). True Value of Brand Loyalty. Asia Pacific Advances in Consumer Research, 7.
Laudon, K.C., & Traver, C.G. (2008). E-Commerce: business, technology, society (4th edition). New Jersey: Pearson Education Ltd.
McGaughey R, & K. Mason, (1998). The internet as a marketing tool. Journal of Marketing Theory and Practices, 6.
O’Connor, J. & Galvin, E. (2001). Marketing in the Digital Age. (2nd edition). Harlow: Financial Times/Prentice Hall.
Omanga, L. K. (2010). Determinates of Brand Loyalty in Cosmetic Products: A Case of Selected Salons in Nyeri Town. Nyeri Town: Kenyatta University.
Pusaksrikit, T. (2015). The Perceived Risks and Customer Dissatisfaction of Online Shopping - a Survey of Thailand Market.
Taweerat J, Settapong M, Navneet M and Jessada S. (2014). The impact of customer satisfaction on Online Purchasing: A case study analysis in Thailand. Journal of Economics, Business and Management, 2 (1).
International College Suan Sunandha
Rajabhat University, Bangkok, Thailand