The impact of online shopping attributes on customer satisfaction and loyalty: Moderating effects of e-commerce experience

Abstract

The COVID-19 pandemic has expedited the growth of e-commerce in South Africa, as in global markets, strengthening online shopping exchange relationships. Businesses seek advanced models of the online shopping dimensions that are appropriate for tailoring services to customers. The data collected included customers' perceived information quality, privacy concerns, perceived security, product variety, and product delivery as antecedents of customer satisfaction, while information quality and satisfaction were specified as key determinants of customer loyalty. A total of 287 completed responses were analysed using structural equation modelling. The results indicate that the customer satisfaction of online shoppers is influenced by product delivery, perceived security, information quality, and product variety. Customer satisfaction and information quality determine customers' loyalty towards web stores. In its originality, the paper reveals that product delivery and satisfaction relationship are moderated by e-commerce experience exceeding five years. The paper concludes with managerial implications for online shopping in aiming to build customer loyalty.