Consumer Satisfaction in Kurdish Online Shopping: Kurdistan Region of Iraq as a Case Study

This study explores the factors influencing consumers' willingness and satisfaction with online shopping. Many consumers prefer online shopping due to its convenience, which mitigates common challenges associated with traditional shopping, such as stress, crowded environments, traffic congestion, time constraints, and limited parking availability. In the Kurdistan Region of Iraq (KRI), online shopping remains a relatively new interaction channel between businesses and consumers, with customer retention posing a significant challenge for e-retailers. To enhance understanding in this area, the research seeks to address key questions: Are Kurdish consumers ready to embrace online shopping. Additionally, the study aims to uncover the reasons behind consumers' acceptance or rejection of e-commerce platforms. A questionnaire-based survey was conducted, targeting the public, including university students, to assess their willingness to online shopping. The study’s findings will offer insights into customer satisfaction and online purchasing behavior, influenced by factors such as advertising, brand perception, shopping experience, time efficiency, and trust.