ANALYSIS OF CUSTOMER SATISFACTION TOWARDS ONLINE PURCHASE

Abstract

Through regression analysis, significant relationships between these factors and customer e-satisfaction are identified, highlighting their crucial role in shaping online customer experiences. Findings suggest that while certain factors like psychological drivers and trust exert a strong positive influence on e-satisfaction, others such as entertainment, quality, and perceived usefulness contribute to a lesser extent. Overall, this study contributes to a deeper understanding of customer satisfaction in the context of online purchases, offering insights for businesses to enhance their online customer experience strategies.