The impact of ease of use of online shopping sites on customer satisfaction

Online shopping, which is one of the benefits that the Internet provides nowadays, has been adopted greatly by consumers in recent years. Convenience, comfort and trust provided to consumers, attention to satisfaction, and at the same time opportunity to save time can be mentioned among the main reasons of this trend. Especially, after considering that consumers are impatient and desire to reach the product immediately, the tendency towards online shopping becomes more reasonable. For these reasons, businesses, which are making efforts to be approved by customers, day by day become more interested in online shopping. Because online shopping sites are easy to use and user-friendly, it is thought that they will affect the process of increasing customer satisfaction and building loyal customers. In our research, it was aimed to determine the effect that ease of use of online shopping sites in digital marketing has on customer satisfaction. The data used in this study were collected through the scales adapted from the scales in the literature. By using the "simple random sampling" method, a total of 378 people were selected from the population consisting of customers using online shopping sites in Turkey. Besides the effect of ease of use on customer satisfaction, the survey also examined whether the ease of use and customer satisfaction differed depending on socio-demographic characteristics. As a result, it was found that ease of use, which is composed of features such as making products easy to find, quick purchasing process, and page layout, affects customer satisfaction to a considerable extent.