Factors affecting online customer satisfaction, experience and perceptions: a study of Daraz E-Commerce, Pakistan

This research evaluates user satisfaction and engagement levels with the Daraz e-commerce platform by analyzing survey responses which were collected through Google Forms and processed with SPSS. The main goals of this study consist of investigating how often users shop online how long they stay on platforms and what keeps users coming back. The analysis of shopping frequencies shows participants exhibit varied shopping patterns but most of them engage in shopping activities either weekly or monthly. Descriptive results demonstrate that users are mostly young with moderate engagement levels and strong trust in the platform. Correlation analysis reveals strong positive links among product variety, navigation ease, and user satisfaction which together significantly influence users' intentions to continue using the platform. The regression analysis demonstrates minimal predictive power for factors affecting shopping duration which indicates additional unexplored elements may influence this behavior. Findings show product assortment combined with seamless navigation and trust as key elements that boost both user satisfaction and retention. The analysis identifies customer service as a significant area needing enhancement among other improvement opportunities. Daraz can use these findings to improve its platform and better meet its users' needs. The study presents new insights into e-commerce consumer behaviour while providing practical recommendations to boost user engagement and satisfaction.