Abstract:
E-commerce has developed in prominence, and most businesses have used an e commerce platform to sell their goods online. Online retailing is one of the e-commerce
platforms, and it is growing with each passing day for any business that offers value to
the customer, which in turn benefits the retailer and ensures a bright future. However,
the quality of online retailing provided is a significant determinant of e-commerce
effectiveness, as low quality entail will dissatisfy customers and result in the failure of
an online business, while high quality e-tail will staff customers and build strong,
long-term relationships with e-tail users. The SERVQUAL model was modified to
include e-service quality dimensions, and four variables such as fulfilment/reliability,
website design, privacy/security, and customer service were measured to see how they
influenced consumer satisfaction. As a result, the purpose of this study is to look into
the level of desired e-tail quality and online customer satisfaction, the relationship
between desired e-tail quality and online customer satisfaction, and the effect of desired
e-tail quality on online customer satisfaction in the e-tail platform Ampara District.
This study used a quantitative method, and both primary and secondary data were
employed for the data gathering. The convenience sampling method was used to create
the sampling framework for the study, and a structured questionnaire was used as the
method of data collection. Descriptive statistics, correlation, and regression, as well as
simple and multipipe analyses, were used to analyze the data.
The findings indicate that there is good reliability and a high level of e-tail quality and
online customer satisfaction in the Ampara district. The results also showed that there
is a positive relationship between e-tail quality and online customer satisfactory.
Moreover, the results indicate that there is a positive impact of e-tail quality on online
customer satisfaction. Furthermore, e-tail quality dimensions have a significant positive
impact on online customer satisfaction.
