Faculty Scholarship 1994 - Present

Characteristics of Online Shopping and Customer Satisfaction and Retention

The purpose of this research is to examine the influence of customers' perceptions of the user-friendliness of Websites, of online customer service, and of the security and privacy of online transactions on their satisfaction with their online shopping experiences and their intentions to shop online in the future. To that end, a telephone survey of a randomly selected sample (n=150) of adult Web shoppers in a large metropolitan area was conducted. The results show that these variables have a significant influence on customer satisfaction and online repurchase intentions.