Analysis of the effect of online shopping sites service quality on customer satisfaction with structural equation model

Abstract: This study aims to investigate the impact of the quality of online shopping site services on the customer's satisfaction. In this context, Turkey, Afghanistan, Poland, Germany, and data were collected through questionnaires from 284 people residing in Iran. The data were analyzed with the structural equation model. As a result of the analysis of the structural equation model, it was found that on-time delivery, order process transparency, return and complaint management significantly affect customer satisfaction, but technical features do not significantly affect customer satisfaction. These findings show that it is more important for customers to ensure timely delivery, good management of returns and complaints, and access to all information in the order process, rather than the technical features of online shopping sites. For this reason, online shopping sites should strive to deliver products to their customers in a timely and complete manner.