BUYING ENVIRONMENT CHARACTERISTICS OF E-COMMERCE SITES TOWARDS CUSTOMER SATISFACTION AND LOYALTY OF SELECTED BUYERS IN CAVITE

Author: Mary Rose E. Elamparo

ABSTRACT

This study focused on determining the buying environment characteristics of e-commerce sites toward customer satisfaction and loyalty. This also determined the significant effect of buying environment characteristics in e-commerce sites on customer loyalty. It employed a descriptive research design using a survey questionnaire administered using Google Forms. For this study, the researcher selected 100 customers who were surveyed using convenience sampling. Results show that the majority of customers are using Lazada as an e-commerce site when purchasing online. Also, most of the respondents surveyed responded the buying environment characteristics of e-commerce sites towards customer satisfaction such as convenience, customization, information, communication, and website aesthetics are important characteristics of buying environment in stimulating satisfaction in e-commerce sites. Furthermore, It was found out also that characteristics of buying environment particularly have a significant effect in contributing to customer satisfaction and loyalty.

Keywords: Buying Environment, EE-commerce sites, Customers satisfaction and loyalty

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