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Chapter 1

THE PROBLEM AND ITS SETTINGS

Introduction

Increasing the number of customers in the industry is very important. If any industry

attracts more customers, the value of its brand will rise as well. And according to

(Souca,2014) digital technology had a significant impact on client attractiveness and

satisfaction.  Online shopping is a huge part of what makes people want to shop and what

keeps them coming back. In today's technologically advanced world, most businesses

employ online purchasing to keep existing customers happy while also attracting new ones.

Online purchasing is the procedure, where the customers may buy their products and the

company can gain new clients by attracting them. Companies maintain customer

satisfaction by asking customers for input, asking them a few questions, and then looking at

the online feedback. All of these tactics can be kept current on the internet. According to

research, the majority of companies use a rating system based on the quality of their

products or the online services that they give on their websites. E-commerce is expanding

rapidly currently in both developed and developing countries. Because the Internet has

grown so rapidly in every year, the digital flow experiences of Internet users have gotten

more attention (Skadberg & Kimmel, 2004). In the same way with the use of modern

technology it is mostly a common source of information, transaction, social communication

and many more which results in a lot of usage or activities (e.g. educational purposes,

news, media, advertisements, etc.). And nowadays people cannot think about their life

without online shopping especially in this time of pandemic. This online purchasing has

been successful as a result of the business's digitalization. It has been observed that online
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purchasing has aided in the expansion of the retail market. Before businesses can utilize

electronic commerce, they must first develop their own websites. This is now mostly part of

the majority of the whole world as of January 2021 there were 4.66 billion active internet

users worldwide or 59.5 percent of the global population, the benefits becoming limitless as

it includes the comfort of one's household and especially safety with the outgoing current

pandemic due to the Corona Virus and high volume of covid infections/diseases. Online

shopping is a critical component of any retail organization. It has been demonstrated that

the majority of retail organizations have innovated their businesses by incorporating online

purchasing. Several retail companies have recently launched websites dedicated to online

purchasing. Online shopping is a unique method of buying that enables consumers to

acquire things in a very short period of time. Online purchasing is extremely handy, and it is

responsible for a large portion of any firm. This convenience contributes to the customers'

comfortability. Purchasing online is mostly based nowadays and marketing strategies such

as sales and essential needs that can be sold online. 

However, there are various implications that can ruin customers satisfaction such as

delayed delivery, and many online shops failing services such as poor product quality,

damage conditions and more, also this online purchasing promotes a risk of potential

crimes in online transactions such as (e.g., scam, false receipts, references number, etc.)

This has always been a complication in online transactions. Mostly nowadays with more

people that are using the internet for other important professions such as (e.g., Online

Education, Internet based Jobs, etc.).  The internet can have a risk of damaging individuals
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or a group of people with internet viruses that can access personal and other important

information such as credit/debit cards. Also, in the practices of business, the company

needs to maintain transparency so that the customers can show their loyalty and trust

towards the company or their products.  This identified gaps affirmed the need for further

research to address existing problems and to form hypotheses of online purchasing in order

to identify similarities and different experiences of customers which would be more useful

for many online shopping businesses.

The purpose of this study is to rank the perceived importance of quality characteristics in

relation to the use of online shops. This section explains and describes the research

study's concept and core using student experiences, as well as addressing the common

difficulties and attitudes of customers, notably students, toward online purchase. The

particular objectives are to investigate consumer preferences and attitudes and to

establish which factors are critical when purchasing a product or service—making a

purchase decision—and to assist some firms in understanding the trends and

experiences of such customers.

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REFERENCES

Souca (2014). Impact of digital world on online purchasing businesses. Retrieved from
https://esource.dbs.ie/bitstream/handle/10788/3658/mba_mascarenhas_j_2019.pdf?
sequence=1&isAllowed

(Skadberg & Kimmel, 2004). Rapid Growth of internet usage. Retrieved from
https://www.koreascience.or.kr/article/JAKO202017764018117.page

(J.Johnson 2020). Number of populations in terms of internet usage. Retrieved from

https://www.statista.com/statistics/617136/digital-population-worldwide
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