Determinants of customer satisfaction in online shopping: The perspective of the customer in Togo

Online shopping environment has gained more traction in the aggregate relationship between markets and their consumers. The present study thus sought to extend the literature by investigating the perspectives of customers on the determinants of customer satisfaction in online shopping, within the context of Togo. The researcher conducted a study on Togolese customers' satisfaction with online shopping. They used a survey to collect data from computer-literate individuals who had made online purchases in the past six months. The study analyzed factors influencing customer satisfaction through descriptive and quantitative analysis. Ethical principles were followed. Fifty-eight percent (58%) of total responses indicated that they were female. Majority of respondents (36) indicated 'Mostly Satisfied' with online shopping experiences. Only Security Assurance (Sig = 0.048, p<0.1) and Perceptions of Value (Sig = 0.017, p<0.1) showed significant coefficients, indicating that they significantly predict Customer Satisfaction within the present analysis. These findings offer valuable insights for businesses to improve their strategies and enhance the overall customer experience in online shopping. KEYWORDS: Customer, Satisfaction, Online shopping, Togo.