Factors affecting customers' satisfaction in e-commerce marketplace during COVID-19 pandemic: developing market context

COVID-19 pandemic is forcing consumers from developing countries along with their peers from developed markets to opt for online shopping and undertake many more activities feasible through the help of information and communication technology (ICT). This is a relatively new phenomenon for some developing countries' markets. Therefore, we aim to examine the factors that affect customers' satisfaction on using the e-commerce system in culturally diverse developing countries. A survey questionnaire was designed and randomly distributed to 260 respondents in order to find out how customer satisfaction depend largely on factors such as service quality, information quality, and system quality as well as perceived usefulness and self-efficacy. The study found that IQ, SYSQ, PU, and SE have significant positive relationship with customers' satisfaction on e-commerce. However, SEVQ did not have any significant relationship with customer' satisfaction towards e-commerce. This study addresses important evidence on how e-commerce can respond to COVID-19 transition and receive numerous benefits from online marketplace. The findings can help managers in e-commerce sector to contextualise while formulating their business policies and develop marketing strategies in developing market context in order to improve the willingness of customers to engage in online purchasing.