Convenience and customer satisfaction

Convenience is a key to understanding shopping behavior, for

which consumers attach an increased significance. Convenience means

saving time but it also could mean a convenient occasion. Which in
turn is about timing rather than about time as people in today’s
society are being more reluctant to do the right things in the right
time. In other words, when something is convenient it could mean both
saving time and being done in the right moment. (P. Duarte et al,
2018) assume that consumers allocate less time to shopping and more to
other endeavors, their wish for convenience has grown, and
consequently, their attention has turned to online shopping. Online
shopping provides consumers with more information and opportunities to
compare products and prices, with greater product selection, with
convenience and ease of finding desired products online. It has been
argued that online commerce offers more satisfaction to modern
consumers who seek convenience and speed.

Online shopping activities are gaining wide spread as far as they

tend to provide the consumers with numerous benefits and increase the
convenience of buying without leaving the house. According to
(Gladson-Nwokah, 2016) convenient factor is a process that enables
customers to browse and search for information easily through the
internet. This factor brings about faster access than the traditional
retail shopping. Through online, customers can easily search for
product through online catalog. Particularly, online shopping allows
the customers to buy products at any time that is convenient for them.
The most valuable reason for the popularity of online shopping among
the people is its high convenience.

Convenience of online shopping is the ability to order products

from around the world. Shoppers are no longer limited to products
offered by local retailers because the vast majority of online
retailers offer shipping to many different locations. This can make it
easy for online shoppers to acquire hard to find items or items which
are a regional specialty of a particular area. (Gladson-Nwokah, 2016)
stated, when the customers get the products or services he needs
online, he immediately places an order and the online store processes
the order and gives the customers feedback, within 48 hours, the
customers get the product at his doorposts, this brings about reducing
the time to be consumed in shopping physically in the retail store.

With its convenient that the costumers get, a satisfaction of a

costumer is arisen whether they are satisfied of the product that they
bought or the online store has exceeded their expectation. Consumer
satisfaction is the result of comparing the expectations and the
experience; in other words, the consumer is pleased when the delivery
meets or exceeds their expectations. Satisfied customers are the ones
that will repeat the purchase if the service provider reached or

exceeded their expectations. (Gladson-Nwokah, 2016) explains that it is

necessary to say that the attitude of one using the computer systems
is highly associated with the user’s satisfaction. Online shopping as
it were depending or relies heavily on the use of computer systems. In
other words, customers’ positive attitude toward the use of online
shopping systems brings abut beneficial influence on user’s
satisfaction.

Customer Satisfaction is used to measure how much customer is

happy with any product, its quality and overall experience. It
reflects if customer is happy to engage with any business or not. It
is also an important aspect to measure success of a busines
(Mascarenhas, 2018). Consumer satisfaction with online shopping is
directly dependent on a number of factors. There is a constant dilemma
in the market related to the question which online shopping
determinants affect the customer satisfaction.

According to (Mascarenhas, 2018) Customers are considered one of

the vital key elements for any kind of business organization for
successfully proceeding in the international as well as the local
marketplace. Therefore, it is to be stated that providing satisfaction
to the consumers of a business organization is approved as a major
step for a business organization in order to be endured.

Furthermore, (Balderaz and Campos, 2020) cited that customer

satisfaction is the response of the customers in the overall
performance of the product. It is asserted that customer satisfaction
is vital in the operation of the business. This is because customers
are the key factor in the existence and stability of the company.
Nevertheless, (Gladson-Nwokah, 2016) explain that customer
satisfaction is a well-known topic in the marketing literature,
consumer research and psychology. Several authors have view
satisfaction from the point sentiment which is as a result of
evaluating the procedure which the basis for comparing what have been
received with what was expected and not losing focus on what purchase
decision and the needs that is related to the purchase.

(Khadka and Maharjan, 2017)stated that, the product and its

features, functions, reliability, sales activity and customer support
are the most important topics required to meet or exceed the
satisfaction of the customers. Satisfied customers usually rebound and
buy more. While improving customer satisfaction, customer expectations
should be noticed. Service quality, product quality and value for

money have a direct positive impact on customer satisfaction. An

effective means to costumer’s satisfaction is the feedback. By putting
a number to the importance of customer satisfaction, Measuring the
costumer’s satisfaction in order to improve the quality of the
services provided by the online stores.
 Khadka, K. and Maharjan, S. (2017) CUSTOMER SATISFACTION AND CUSTOMER
LOYALTY (5-8) retrieve from
https://core.ac.uk/download/pdf/161421179.pdf

Mascarenhas, B, J. (2018) Customer Satisfaction in Online Shopping -

Retail Industry retrieve from
https://esource.dbs.ie/bitstream/handle/10788/3658/mba_mascarenhas_j_2
019.pdf?sequence=1&isAllowed=y

P. Duarte et al (2018) How convenient is it? Delivering online shopping

convenience to enhance customer satisfaction and encourage e-WOM
retrieve from http://iranarze.ir/wp-content/uploads/2018/07/E8372-
IranArze.pdf

Balderaz B, G. and Campos, K, P. (2020) The Influence of Customer-

Based Brand Equity on Online Shopping Satisfaction among Public
Teachers in Davao Del Sur, Philippines retrieve from
http://buscompress.com/uploads/3/4/9/8/34980536/riber_9-s2_42_h19-
039_317-358.pdf.

N. Gladson Nwokah and Gladson-Nwokah, J. (2016) Online Shopping

Experience and Customer Satisfaction in Nigeria retrieve from
https://core.ac.uk/download/pdf/234647719.pdf