CUSTOMER SATISFACTION IN AN ONLINE SHOPPING ENVIRONMENT

THE MODERATING EFFECT OF EXPERIENCE

Abstract

This study is focused identifying the moderating effect of customer experience in achieving customer satisfaction in an online environment. In a digital shopping environment, online shopping experience is fast becoming a better predictor of customer satisfaction than service quality. The study adopts a thematic research design where existing literature on the subject matter were reviewed to discover gaps and outcomes for future research, It was discovered that most online retailers in Nigeria still grapple with
enormous challenges of online marketing Reasons for shopping online ranged from free shipping, faster delivery, and proof of product authenticity to a secure payment system. Some of the challenges that online retailers in Nigeria grapple with include lack of trust, security concerns, weak regulatory framework, internet scam, delayed delivery, poor infrastructure, amongst others. It was recommended that the government among other things provide a regulatory body that would be responsible for regulating the
activities of both online retailers and consumers in order to improve on customer experience.