Customer Satisfaction in Online Vs. In-Store Shopping Experiences

Abstract: This research paper explores and compares customer satisfaction in online and in-store shopping experiences. With the rise of e-commerce, consumer behavior has shifted significantly, prompting businesses to optimize both digital and physical customer journeys. The study examines key satisfaction factors such as convenience, price, product availability, service quality, and overall shopping experience. Using primary data from surveys and secondary literature sources, the research highlights differences and similarities in consumer perceptions. The findings aim to guide retailers in improving customer satisfaction strategies in both domains.