'Online Shopping’ Customer Satisfaction and Loyalty in Norway

Abstract: The primary goal of this research is to analyze the customer satisfaction and loyalty of the online customers in Norway. The theoretical framework discusses in brief about the effects of customer loyalty and retention on customer satisfaction. The study on customer satisfaction and loyalty has been done from the perspective of a firm performing online business. To understand the customer satisfaction and loyalty level of online Norwegian shoppers, we pursued with the collection of quantitative data with the help of online survey. For survey purposes, a questionnaire was prepared and made available in www.nisaa.dk/survey. This study has no limits regarding different product categories. From marketing and strategic point of view we will point out those factors that might affect the customers, while purchasing goods online. To measure the customer satisfaction and loyalty of online shoppers in Norway, the survey results are calculated with the help of Simple Random Sampling method and Net Promoter Score (NPS) model. The results of the survey reveal that while a good percentage of Norwegians are satisfied with online shopping only less than half of them stay loyal to their online sellers. However, on the long run, these customers will be loyal and can be retained only when online businesses constantly satisfy them by providing detailed product information on websites, superior customer service, quality and timely delivery of goods and importantly effective website designs. Thesis key words: Online shopping, Customer satisfaction, Loyalty, E-commerce, Norway.