• Irina Onyusheva Stamford International University, Bangkok
  • Jatuporn Thongaim Stamford International University, Bangkok
Keywords: e-commerce, online shopping, customer satisfaction, Internet shopping, customer behavior, Bangkok


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.


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Author Biographies

Irina Onyusheva, Stamford International University, Bangkok

PhD in Economics, Dr.h.c. of IANH, Associate Professor, Corresponding Member of Academy of Pedagogical Sciences of Kazakhstan, Academician of International Informatization Academy, member of the Editorial Board of the 'Polish Journal of Management Studies' (Scopus, SJR, WoS).

Research Field And Scientific Interests: formation, ensuring and increasing economic competitiveness on both micro- and macro- levels; human capital development; HR management; knowledge economy; project management.

She is the author of more than 70 research publications, author of an individual scientific monograph named “Human capital in context of national economic competitiveness: formation factors and development prospects» (2015) awarded as "Best educational edition in economic field" in the framework of the XXVI international book fair of educational publications (Sochi, Russia, October 8-11, 2015), and Gold medal “European Quality” (ESIC, Germany, Russia, April 4, 2016).

Jatuporn Thongaim, Stamford International University, Bangkok

Stamford International University, International MBA Program

Interests – Strategic Management, Strategic Marketing, Consumer Behavior, Global Markets


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How to Cite
Onyusheva, I., & Thongaim, J. (2018). CUSTOMER SATISFACTION IN ONLINE SHOPPING: A CASE STUDY OF BANGKOK URBAN AREA. The EUrASEANs: Journal on Global Socio-Economic Dynamics, (2(9), 13-23.

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