Satisfaction is one of the most important customer reactions in online shopping, it enhances favorable word of mouth, leads to repeat orders, which improves online stores’ market share and profitability, it also is reflected in building up customer loyalty. Researchers have taken different approached and focused on a variety of aspects in investigating satisfaction with customer-based e-commerce. Customer satisfaction has been conceptualized in a variety of ways.

For instance, some researchers focus primarily on the impact of consumer perceptions of the website Characteristics, such as logistical support, security, homepage design, information, and product characteristics. These insights into customer perception help identify features of online stores that have a considerable impact on building customer satisfaction. There is still no widely accepted consensus on the satisfaction construct. Therefore, the key objective of this investigation is to work out the rank of factors that provides insight into customer satisfaction with online shopping.

A quick review of the literature reveals the following possible factors that might be relevant to customer satisfaction. Further review will be required before they can be used in the actual dissertation.