Original scientific paper

RESEARCH OF CUSTOMER SATISFACTION IN ONLINE SHOPPING

Marta Sečan orcid.org/0000-0002-3658-5800 ; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia
Damir Dobrinić orcid.org/0000-0002-8489-2688 ; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia

Abstract

This paper aim to investigate the relationship between the three variables (reliability of online shopping, the quality of online shopping and the security of online shopping) with customer satisfaction in online shopping. Based on this, a conceptual research model was created and hypotheses were formed, which were tested by the method of structural equation modeling using the software package SPSS AMOS 26. The survey through a questionnaire included 340 respondents in the Republic of Croatia. The obtained research results show that there is a connection between all three factors and customer satisfaction. In addition to new scientific knowledge, the results of the research can help businesses to more easily identify the factors and their impact on customer satisfaction in online shopping.

Keywords

online shopping; reliability; security; quality; customer satisfaction

Hrčak ID:

254841

URI

https://hrcak.srce.hr/254841

Publication date:

30.3.2021.

Article data in other languages: croatian

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