DETERMINANTS OF CUSTOMER SATISFACTION IN E-SHOPPING OF ELECTRONIC ACCESSORIES IN TANZANIA. A CASE STUDY DAR ES SALAAM REGION

Abstract

ABSTRACT This dissertation investigated the determinants of customer satisfaction in e-shopping for electronic accessories in Tanzania, aiming to provide valuable insights for e-commerce businesses and policymakers. The study adopted a quantitative approach. The quantitative approach involves a structured questionnaire distributed among a sample of 384 e-shoppers who recently purchased electronic accessories online. Out of the questionnaires distributed, 318 were properly answered while 66 were not answered. The research findings revealed that several critical factors influenced customer satisfaction in the e-commerce landscape of Tanzania. These factors were product based, service and technological based. Product based factors were durability, cost, brand and reputation. While service factors were delivery services, online customer care and others. Finally, technological factors were information and communication, technological preference and technological production. The study revealed that increase in technology factors would lead to negative customer satisfaction on e- shopping. The implications of these findings underscore the importance of enhancing website usability, ensuring product quality, optimizing delivery speed, improving customer service, offering competitive pricing, and reinforcing trust and security in online transactions. By implementing these recommendations, e-commerce businesses in Tanzania can foster higher levels of customer satisfaction, leading to enhanced customer loyalty and overall success in the competitive digital marketplace. This study contributes to the existing literature on customer satisfaction in the context of e-shopping for electronic accessories in Tanzania and provides practical insights for businesses seeking to improve their e-commerce strategies. Furthermore, the research highlights the significance of a customer-centric approach and the role of technology and service quality in shaping the e-shopping experience in emerging markets like Tanzania. Future researchers can build upon these findings to explore additional factors that may influence customer satisfaction and investigate the dynamic nature of the e-commerce landscape over time.