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This study aims to measure customer satisfaction in online shopping. Along with the increasing usage of the Internet, e-commerce has emerged as a relatively new sales channel in Thailand. Consumer satisfaction and reputation are most important parts of online shopping, both contributing greatly to future demand growth. Trust in online shopping is the major difficulty due to inability to touch the product before purchasing. This factor can also effect customer satisfaction and customer behaviour in relation to various products and services. The purpose of this research is achieved by means of using the online customer survey in Bangkok urban area, Thailand. Some recommendations are addressed to online retailers, namely, it is offered to take more responsibility for the online shopping process so that to make it more admired and trustworthy.

CUSTOMER SATISFACTION IN ONLINE SHOPPING: A CASE STUDY OF BANGKOK URBAN AREA