E- Customer Satisfaction in Online Purchase of Laptops: A Thematic Analysis Approach

Purpose: Online purchasing and selling, technology-driven corporate processes, information transmission, and customer service are the four main focuses of e-commerce leading to online customer satisfaction.      Objectives: The goals of the current study involve finding correlation patterns in consumer buying preferences in branded laptops (HP, Dell, Asus & Lenovo) assess the expectations of the buyers from the online shopping giant like Amazon, understand the sentiments of buyers’ feedback & analysing the customer satisfaction through their feedback with reference to the hybrid working arrangement across corporate sectors post pandemic. Methodology: 80 online customer reviews of the branded laptops were collected through secondary research in the form of texts from Amazon India applying deductive method of research within a study period of June 2023 through January 2024. Thematic Analysis was applied using tools like Code Co-Occurrence Analysis, Code–Document Analysis, Sentiment Analysis, Word Cloud & Semantic Network through Atlas.ti V23 software. Key Findings: The Quality, Battery life and Reliability of the product are the three key factors in determining the online customer satisfaction through when purchased from E-Commerce giant, Amazon India. Customer Experience, Satisfaction & Product features are the key themes of Online customer satisfaction. Implications: Online merchants in luring in fresh customers for online shopping and inspiring the generated lead customers into loyal customers. They can raise customer satisfaction after a transaction and subsequently attract more online shoppers through enormous measures by addressing the complaints expressed by the customers.