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Abstract
The study aims to explore the impact of efficiency, system availability, reliability, fulfilment and privacy/security on e-customer satisfaction. The study adopted a quantitative approach, gathering responses from 275 users of e-commerce platform in Butwal sub-metropolitan city using a structured questionnaire, following a purposive sampling method. Data was analyzed using PLS-SEM software with different tools like assessment of measurement items, model fit, IPMA and implemented bootstrapping technique for hypothesis testing. The results revealed that fulfilment is the key influencing factor in E-Customer Satisfaction. It is evident that these factors are the major contributors to the dependent variable. Therefore, the management of e-commerce organizations should focus on these aspects to increase e-customer satisfaction. By understanding and reformulating policies based on these factors, there is a higher possibility of improving e-customer satisfaction.
Keywords: E-Service Quality, E-Customer Satisfaction, E-Commerce, Fulfilment and PLS-SEM.