On-line Shopping Usability and Customer Expectation - A Study on On-line Shopping Services in Bangladesh

Abstract: E-commerce has made life simple and innovative of individuals and groups; customer expectationin online shopping is different from the physical market where he has access to see the product.The primary goal of this research is to analyze the customer expectation and usability of the onlineshopping in Bangladesh. The theoretical framework discusses in brief about the customerexpectation and effect of retention on customer satisfaction. The study on customer expectation andonline shopping usability has been done from the perspective of a firm performing online business.To understand the customer satisfaction and loyalty level of online Bangladeshi shoppers, Ipursued with the collection of quantitative data with the help of survey. This study has no limitsregarding different product categories. From marketing and strategic point of view I will point outthose factors that might affect the customers, while purchasing goods online. Price, time savingand convenience were identified as important factors which lead to certain buying behavior inonline shopping. To measure the customer satisfaction and loyalty of online shoppers inBangladesh, the survey results are calculated with the help of SPSS software. The results of thesurvey reveal that while a moderate percentage of Bangladeshis are satisfied with online shoppingonly less than half of them stay loyal to their online sellers. However, on the long run, thesecustomers will be loyal and can be retained only when online businesses constantly satisfy them byproviding detailed product information on websites, superior customer service, quality and timelydelivery of goods and importantly effective website designs. This study does not control thedifferences across product categories. The study, focus on overall online shopping experience ofBangladeshi consumers. This research contributes to the study of online shopping customersatisfaction and loyalty in Bangladesh, and identifies the factors that might, influence the customer,while doing online shopping.