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@article{202091,
        author = {Neha S},
        title = {Customer Satisfaction towards Online Fashion Shopping Platforms},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {12},
        pages = {5982-5984},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=202091},
        abstract = {This study titled "Customer Satisfaction towards Online Shopping" examines the behavior, preferences, and expectations of online fashion shoppers. With the rapid growth of the internet, smartphones, and digital payments, online shopping has become an integral part of modern consumer life. The study aims to identify the key factors influencing customer satisfaction and highlight areas that require improvement.
A structured questionnaire was administered to 150 respondents using convenience sampling, and the data was analyzed using percentage analysis, frequency distribution, graphs, and chi-square and correlation analysis.
The findings reveal that convenience, product quality, pricing, and delivery speed are the primary drivers of customer satisfaction. However, major challenges such as product mismatch, delayed deliveries, complicated return procedures, and poor customer support continue to affect the overall shopping experience. Brand reputation and customer reviews were found to be significant factors in purchase decision-making.
The study concludes that while overall satisfaction levels are moderate to high, there is a strong need for improvement in logistics, product quality control, return policies, and customer support services. Addressing these issues will help online fashion platforms build greater customer trust, loyalty, and long-term business growth.},
        keywords = {},
        month = {May},
        }