H10) Perceived usefulness positively effect on customer satisfaction.
Customer satisfaction
In marketing atmosphere, customer satisfaction is one of the most examined elements. Customer satisfaction acts a significant role in competitive e-commerce environments because of its impact on retaining old customers and introducing new customers to the retailers. A fundamental understanding of factors impacting online customer satisfaction is of great importance to e-commerce. Customer satisfaction is the consequence of experiences during various purchasing stages: needing something, gathering information about it, evaluating purchasing alternatives, actual purchasing decision, and post purchasing behavior (Kotler et al., 2006).The internet offers benefits which help consumers to become more efficient and effective towards online shopping. Consumer’s efficiency can be enhanced by online shopping to provide rapid access to product related information, saving consumers time, effort and money, quality of the product, and shopping experience (McGaughey et al, 1998).
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