Factors Influencing Consumer Online Shopping Behavior: a Servqual Model-based Study

The popularity of online shopping is steadily growing in Bangladesh. Due to their hectic schedules, individuals are more inclined towards online purchasing than traditional shopping. This industry has a very appealing number of sales and earnings. In addition, most businesses nowadays wish to offer their goods online. Providing every possible factor that could influence a customer's behavior when they shop online is challenging. Still, we can pinpoint critical elements to help sellers boost online sales and improve customer satisfaction. This paper aims to identify elements among the five service quality dimensions that increase customer buying behavior and satisfaction for online shopping in Dhaka. Since data for this report was collected via a Google form, most respondents were from the student and youth demographics and were based in Dhaka. Multiple studies, including a regression model, a Cronbach's Alpha reliability test, and a Pearson Product-Moment correlation coefficient test, were performed using SPSS software to evaluate the link between customer satisfaction and service quality. Results were analyzed and conclusions drawn. The study indicates a favorable correlation between customer satisfaction and service quality characteristics. Within the five-service quality dimension, reliability substantially impacts customer satisfaction. For Dhaka clients, Tangibility, Assurance, Responsiveness, and Empathy need more influence on online purchasing pleasure. Free return shipping, after-sales service, accurate product delivery, and other factors affect online shopping behavior individually, so online sellers should focus on major and minor factors to maximize customer satisfaction.