The Influence of Service Quality on Customer Satisfaction in Online Stores in Andhra Pradesh: A Comprehensive Analysis

Abstract

This study examines the service quality and customer satisfaction of selected online retail stores in Andhra Pradesh Urban, India. Employing a descriptive research design, a purposive random sampling technique was used to select a sample size of 400 individuals from the population, determined using Slovin’s formula. Data was collected through a research questionnaire. The Theory of Reasoned Action underpinned this study. Findings revealed that website quality significantly contributes to customer satisfaction (Beta= .494, t= 13.133, p<0.05) and that service delivery also significantly impacts customer satisfaction (Beta= 0.527, t= 9.046, p<0.05). The study concluded that service quality, through both website quality and service delivery, has a significant effect on customer satisfaction. It recommended that online retail stores should focus on enhancing customer services as a key brand attribute to improve service delivery, enhance brand perception, and increase market share.