IMPROVING CUSTOMER SATISFACTION IN E-COMMERCE: LESSONS FROM A DEVELOPING MARKET

Abstract

The rapid growth of e-commerce, driven by easy internet accessibility, has made online shopping a popular activity worldwide. Millions of consumers are now engaging in online shopping, with items like books, airline tickets, clothing, accessories, and electronics being among the most purchased products. However, despite its popularity, online shopping is not without challenges. This paper examines the factors influencing online shopping behavior and the challenges consumers face. It highlights concerns such as the risk of credit card fraud, privacy issues, non-delivery of products, and the perceived lack of quality in online goods and services. To address these challenges, various authorities and organizations are implementing policies and technologies to enhance the security and reliability of online shopping. The study emphasizes the importance of risk reduction and improved customer satisfaction in e-commerce. It explores different strategies and technologies, such as fraudfree electronic shopping and secured electronic transfers that have been introduced to mitigate these challenges and provide consumers with a safer and more satisfying online shopping experience.