EXPLORING THE FACTORS THAT IMPACT CUSTOMER SATISFACTION ON ONLINE SHOPPING IN PAKISTAN: A STUDY OF PRICE, WEB QUALITY, AND SERVICE

To understand these issues and the factors that contribute to customer satisfaction in online shopping, this study employed a quantitative research approach and collected data through a survey of customers in Pakistan. The sample size was drawn using Stata 13 software and a simple random sampling technique was used to select participants. The study found that purchasing process convenience, web quality, and customer service all have a significant impact on customer satisfaction in online shopping in Pakistan. These findings provide valuable insights for e-commerce companies operating in Pakistan, as they can use the information to improve their service and attract more customers. However, it is important to note that the study has limitations, such as the sample size being limited to a single group and the findings not being generalizable to a larger population. Future research can address these limitations by increasing the sample size and including participants from other geographical areas.