E-Service Quality and Customer Satisfaction in Nepal: A Youth Perspective

Abstract

This study examines the relationship between e-service quality and customer satisfaction among young consumers in Nepal within the context of rapid digitalization and expanding online commerce. As young people constitute the largest group of internet users and online shoppers, the research focuses on how different dimensions of e-service quality influence their satisfaction with online shopping experiences. The study evaluates key factors of e-service quality, including ease of use, information quality, security/privacy, economic value, delivery guarantee, and promotional offers. Primary data were collected through a structured questionnaire based on a five-point Likert scale from 380 higher secondary, undergraduate, and graduate students in the Kathmandu valley using purposive sampling. Guided by a post-positivist research approach, the data were analyzed using SPSS and MS Excel through descriptive statistics, correlation analysis, and multiple regression techniques. Findings indicate that most respondents are active online shoppers purchasing diverse product categories, with clothing being the most frequently bought item. Correlation analysis reveals significant positive relationships between all e-service quality dimensions and customer satisfaction. Regression results show that security/privacy, economic value, and delivery guarantee exert the strongest influence on satisfaction, while ease of use, information quality, and promotional offers have comparatively weaker effects. The study highlights secure transactions, competitive pricing, and reliable delivery as critical drivers of customer satisfaction in Nepal’s growing online marketplace.