E-Service Quality and Customer Satisfaction: A Study of Online Customers in Bangladesh

Abstract: In twentieth century we have witnessed an extensive growth of internet based services, from small merchant to multi-organizations that are developing online services. Online delivery channel performing the e-service quality is the prime challenging concern that is the significant for customer satisfaction and their purchasing decision. In this study, service quality is to be explored as the most important influential service quality factors of online purchasing that affects consumer satisfaction and makes their purchasing decision. The study begins with the earlier literature review to identify the influential service quality factors that affect customer satisfaction and to focus on other study area. Five e-service quality dimension were investigated the online shopping or purchasing in order to explore the influential factors of service quality and customer satisfaction. Quantitative research approach was applied to get better understanding of the present issue. Moreover, a small quantitative online survey was conducted on the random sample respondents. Data presentation and analysis were done by using the SPSS windows software. Finally, the discussion and conclusion were illustrated by finding of research question’s answers. Hence, the e-service quality factors i.e., efficiency, fulfilment, reliability, privacy and responsiveness was found to be the core service quality factors in online purchasing.