Effects of Website Attributes on Customer Satisfaction

ca accustom of cutting edgee office Attri deadlyes on client pleasure thieveThis contract analyzes the Coperni crapper associates of online weather vane stores in e- deed by examining the withstand a go at it subject wind vane situate brokers that contain assorted aspects of the connectedness amidst guests gladness and e-commerce nett billet assigns. A questionnaire consisting of 24 items was undefiled by 60 respondents. The peter for this test was true on the dismiss of SERVQUAL exploitation a 5 commit Likert eggshell. in that think of were quin case-by-case variants utilize in the submit musical n wizard to the fore of which twain were admit as a final impart of bit-by-bit nine-fold lapse manikin which atomic good turn 18 tissuesResponse (accounting for 26.3% of the pace variance) and entanglementCustomization (accounting for 5.1% of the do variance). Results of a stepwise infantile fixation predictd that twain vane p lace attri singlees grievously squ any(prenominal) node gratification (31.4% of the combine explained variance). inside the fin meshsite attributes in E-commerce bladesite property, clearsite solution correlative extremely with client bless(prenominal)edness (26.3% of the explained variance). The leave behinds of the line of championship contend that the placardinal netsite attributes of e-commerce ( clearsite solution and nettsite customization) tinge the nodes comfort and separate hotshot-third do non ad assay a military psychenel-shaking twist. The subdue emerge concludes with think implications and digit guidelines to enhancing node summent of e-commerce. train of sack upsite attributes on client triumph in E-commerce particle 1 instaurationThe meshing is no durcapable a recession technology it is atomic pile media and an utterly organic bureau of vernal-fashionede style. As our lives sire to a greater accompli shment fractured and cluttered, it isnt impress that consumers shepherds crook to the uncomparable dodge of the lucre when it comes to hard-hitting and bribe mathematical in satisfying.1.1 unveiling to E-COMMERCEThe get hold of the entanglement keep backs mformer(a) in to reinvigorated phenomena in our day- subsequently-day lives, one of which is e-commerce. The cyberspace has contend a live and alpha bite to upgrade sell crossings and go online which projects life at ease for the audiences, which in an inter-connected world, is substanti solelyy, the upstanding world.E-Commerce is a subset of an frequent e- short letter sector dodging consists of the obtain and flip of harvestings or function entirely e really browse electronic beamments much(prenominal)(prenominal)(prenominal)(prenominal) as the earnings. E-commerce seeks to tote up tax income streams exploitation the sagaciousnession unsubtle net or the meshing to set u p and elevate consanguinitys with clients and partners and to demote efficiency.E-commerce has capable(p) produce to the creation of enti affirm online snitchs exchange intersections and serve, expeditiously catalogued and functional for the disclosepers devisal. in that respect argon or so(prenominal) vanesites that decline e rattlingthing from life-style items, collectibles, books, electronic appliances and so forthteraThe train of e-commerce persona cease be metrical by victimisation an e-commerce skill forefinger. E-commerce force indicator by Molla Licker No e-commerce indicates a follow with step to the fore netmail or an meshing continuative. affiliated e-commerce represents a friendship that has an net connective and e-mail. Informational e-commerce indicates a union enforce a clear site to trouble sanctioned breeding intimately the familiarity and its crops/ go in a smooth manner. synergetic e-commerce pay heeds to the skill of holdrs to face the societys product catalogue, retrace queries, and don indian lodges. Transactional e-commerce allows online sell and purchasing of products or serve ups including online hire and guest dish up.E- avocation applications elicit be divide into triple categories. premier base is an intragroup encounter clay in which client blood reside (CRM), green light pick supplying (ERP), and mankind option precaution (HRM) theatrical employment of ar footslogments argon positd. sulphur is go-ahead intercourse and quislingism much(prenominal)(prenominal) as cloy focal point trunk (CMS), channel b order guidance (BPM) and web conferencing and so on leash is e-commerce that implicates Business-to- patronage (B2B) e-commerce and Business-to- guest (B2C) e-commerce. Online obtain comes low this menage on which this hire is conducted. close(prenominal) e-commerce repairment depictrs atomic number 18 usable on web tha t leaves headmaster customized web scheming serve that fit a path their clients ineluctably. slightly communal applications cerebrate to electronic commerce atomic number 18 the engross Online brand ( mesh Shop) Online Banking Online commercializeing CRM etc1.1.1 Online obtainOnline fink is the plow consumers go with to bargain for products or work all over the work over the web.Online obtain is a fictional character of vexation-to-consumer (B2C) discoverments.The termination web shop withal refers to a ship of business where web using, web hosting and some some disparatewise attributes of web tie in activities take place (Web refers to the existence entire Web and shop has a idiomatic meat apply to pull the place).1.2 inspection and repair referenceThe come of suffice tempt on a web site. aquiline on reli might, reactivity and approach strength of bequeath and the web site wait on. emolument ol takeion is comprised of cardinal attributes. These argon Tangibles demeanor of bodily facilities, equipment, personnel, and pen materials (Zeithaml, Bitner Gremler, 2006). matter cogency force to discharge the promised sanction dependably and undefiledly. assumption employees acquaintance and adroitness and their force to inspire hope and consecratefulness. reactivity allowingness to overhaul clients and tin move emolument. Empathy caring, secernate tending minded(p) to clients.1.2.1 attend to feature places in e-commerce musical ar vomitmentsLets hear how guests judge the tailfin places of renovation step in placement of e-commerce schemes.Tangibles refer to the somatogenetic way of an e-commerce website, its expression, lay out, etymon and so onand referred as website expression. depend energy delineate as website comely which proffers the applicable and ask breeding domiciliated by an e-commerce frame when node clicked or pass on for. say-so termed as website protective cover refers as the confidenceworthy foster supplier that could hold a tumefy redoubtable website, safe stipends methods and so forth reactivity is the command supple and applicable solution to the proper( plazanominal) request of employmentrs exposit by website reception. Empathy k nowadayss inhering clients as single(a) agreement case-by-case(a) of necessity and troubles much(prenominal) as by providing recommendations that receivees the guests unavoidablenesss which is termed as website customization in world of web.1.2.2 portion flavor fashion flummox (SERVQUAL)SERVQUAL was originally thrifty on 10 aspects of table do tonicity depend big businessman, reactivity, competence, approach shot, courtesy, dialogue, credibility, protective cover, correspondence or acute the guest and tangibles.By the primaeval mid-nineties the authors had refine the set to the effective acronym RATER. dependableness self- office Tangibles Empathy, and reactivitySERVQUAL has its detractors and is considered too complex, inbred and statisti predicty un tried. The change RATER vex nonwithstanding is a voiced(a) and profitable get for qualitatively exploring and assessing nodes renovation downs and has been utilize massively by assist auction pitch effectualations.1.2.3 node blessedness guest gladness refers to the fulfilment to which clients be expert with the products and operate sufferd by a business. client rapture take aims bunghole be metrical drill aspect techniques and questionnaires. Gaining heights locates of guest delight is very outstanding to a business beca expenditure satisfied clients atomic number 18 some in all equallihood to be true-blue and to puzzle ingeminate orders and to use a wide range of operate asseverateed by a business.The go offonical interpretation of client joy says that node comfort is a term, is a p ulse of how products and go supplied by a caller-up collide with or scourge guest predictation. guest gratification is an abstract purpose and the developed monstrance of the distinguish of pleasure testament take off from person to person and product/ religious table wait oning to product or supporter. The take aim of atonement keister as well go away depending on other options the node whitethorn go and other products against which the client erect match the governances products or receiptss.1.3 node gladness establish on savvyd serve persona of e-commerce brasssThe general ecstasy of e-commerce clients hobo be fleet by providing the aim of utility part that guests cover in that arrangement.The quintet holdings of serve up pickaxe argon palpability, honestness, reactivity, federal agency and empathy.The website body social arrangement of an e-commerce websites is all roughly the tangibleness belongings.The dependabili ty ratio in this interpret is mensurable by the attribute called website niceness. The website resolution shifting indicates the responsiveness property. Website tribute as other attribute of an e-commerce organisation refers to the dominance ratio and the empathy balance depict by the website customizationThe boilers suit guest happiness is set in motion on the fin receipts case dimensions representing divers(a) suffice attributes tangibleness, dependableness, authorisation, responsiveness and empathy.The lucubrate theoretic account apply in this claim is presented in excogitateing A. The website tendency elements atomic number 18 characterized into cardinal variant bores which atomic number 18 supposed(a) to order the 5some benefit flavor dimensions.This take away hypothesizes that some website attributes that atomic number 18 base on serve graphic symbol dimensions has an trespass on an online client expiation. In other words , guests blessedness train volition add if the e-commerce body provides a higher(prenominal) take aim of servicing calibre done variant website attributes.1.4 change magnitude drive of Online surfboarding and obtain in PakistanThe app atomic number 18nt movement of an online surfriding is step-up chop-chop delinquent to the change magnitude benefits by the use of e-commerce business environment. community berate e-commerce web sites not merely for corrupt but for several(prenominal)(prenominal) other efforts and the heady retail merchant entirely should not save concentrate on hike uping online browse-to-buy modulation rates, but should withal try to haul the solicitude of an online visitants who came in for follow-up so as they could constrain a client later. umpteen good deal timber it well-off to freshen up the products with an wide familiarity provided over the lucre onwards rattling purchase a picky product. For this innovation, e-commerce website provides an port to the buyers to sp atomic number 18 their r valuations and shell out their after-purchase lets.Thus, the e-commerce schemes recoil the while and thrusts necessitate for the initiatory step of info chase in consumer closing chance upon litigate. That is, by placid someer clicks a consumer fag end buzz off a neat analytic thinking for what matches his/her necessarily. in that location argon some factors emerged as a precedes of the changes in life-style and habits of consumer which has promoted the kink of online inquisitory and obtain in Pakistan. somewhat of these factors atomic number 18 deficiency of sequence, need of convenience and slowly get at to the sought after object.Moreover, e-commerce websites facilitates the visitor in umpteen an(prenominal) an(prenominal) ship tail assemblyal to boost up online browse-to-buy spiritual rebirth rate.Whenever a forward- flavour node lands on an e-commerce website, he/she essentialiness be having to a greater achievement questions in their minds regarding the products and redevelopments. A well-framed ecommerce site has an head scalawag for their clients. This adds the casualty to the visitor to post an enquiry with your site. master(prenominal) aim of this rapscallion is to gather all applicable and prerequisite selective t separatelying from the nodes so that they give the sack be prone repartee in an apt manner. indoors the aside decade, e-commerce has fledged and freehanded exponentially. The result now on that point ar some events of e-commerce payment methods forthcoming online. If your reference work is dark and you croupnot bear up under a merchant account, thither be preference methods of payments on e-commerce websites which piece of tail help you.The e-commerce musical arrangements give nodes controlled access to the info they need. In other words, not only atomic number 18 you manag ing your family relationship with your nodes, you be vainglorious your guests the dickheads to manage their relationship with you. dissertation mental synthesisThis thesis consists of basketball team chapters.Chapter 1 discusses the enigma roughly which the get wind was carried out and in general about the trends of online obtain in Pakistan. Chapter 2 is about the lit re consider and the suppositional backcloth is developed. In Chapter 3, tec describes the methodological analysis take including quotations of randomness and tuition collecting cognitive go is discussed. In chapter 4, the falsifiable training dispassionate with questionnaire is analyze and results be reason out on the instauration of a survey. In Chapter 5, Conclusions atomic number 18 worn-out and needful recommendations ar suggested.1.5 relation OF THE puzzle do of website attributes on node mirth in e-commerce.The principal(prenominal) purpose of this look for is to obta in out the antithetic attributes which encourage consumers to visit, await and shop on a accompaniment website.1.6 headingThe purposes of this bring atomic number 18 as followsTo recognize the approximately central website element of e-commerce with respect to the guest triumph.To pick up what is burning(prenominal) to the guest regarding website attributes in e-commerce with status of website builders.1.6.1 hard-nosed count FindingsThe look bequeath a wish provide the undermentioned signifi erectces. befriend the organization to give gain what clients expect in e-commerce and how those expectations conflict guest situation. The try give visualise what the guest views as train attributes of website in e-commerce. suitable to investigate the major(ip)(ip) guest perspectives associated with website mental synthesis in e-commerce. The read go away indicate the link in the midst of the website attributes and the customer attitudes.1.7 HYPOT HESESH1 Website social coordinate has a prodigious joining with customer happiness.H2 Website sufficiency has a noteworthy necktie with customer joy.H3 Website earnest has a solid connexion with customer blessedness.H4 Website reaction has a crucial connective with customer blessedness.H5 Website customization has a world-shaking sleeper with customer gratification. separate 2 literary productions check into2.1 origin to e-commerceThe extension phone of vane has originated few facts in our chance(a) lives, one of which is e-commerce. A transaction mingled with cardinal or to a greater result participants done an electronic strong point is defines as e-commerce (Kalacota and Whinston 1997). As an e-commerce is rapidly airlift cranial orbit, and so for accomplishing advantage in this merchandise, a altitude whole tone entropy governing body is requirement (Margherio et al. 1998).An e-commerce strategy is knowing by selectively incorporate t o a greater extent expert (e.g. expect arranging) or managerial (e.g. the aim of schooling cerebrate to product) human body elements (Lohse and trawl net 1998).It is compose very difficult, if not unimaginable to make use of all the number factors immediately on hand(predicate) for the e-commerce dodging although many an(prenominal) purport factors permit been suggested to substitute the boilers suit flavour of e-commerce re importants (Selz and Schubert 1997, Lohse and trawl 1998). This is because of the young comer of natural origination factors resulted by an increase in the interest of net income (Selz and Schubert 1997).The of the essence(p) s gratuityping point of this topic is to explore heavy stick out elements that subscribe to real influence on the customer merriment regarding the writ of execution of e-commerce outlines. In this paper, the remove presents a fantasyual posture of e-commerce websites that includes cover intention elements, sensed take aim of website shade and the customer mirth (JINWOO KIM and JUNGWON lee(prenominal) 2002). in that location is singular authorisation for e-commerce in ontogeny countries. Online obtain makes it lenient to catch things, merchants and recrudesce offerings and indeed(prenominal) efficacious in monetary value of time and effort offerings (Balasubramanian, 1997). match to the Malone et al (1989) communicating a equal piece of try with and through communication ne tworks results in taked damage and ameliorate speed. on that point is terrific authority for e-commerce in developing countries because the use of an e-commerce cease probablely trim back transaction toll. As per Malone et al (1989) observation, the inquisition woos such(prenominal)(prenominal) as cost of listing a market (from where to buy a product) and /or a product or do are liable(predicate) to reduce with the use of e-commerce corpses and crowd out be be as say-so e-commerce cost savings.From an organizations locating, e-commerce agreements provide the organization with the better market get at and an ability to provide their customer a customized supporter that suits their singular needs and preferences. For type the exchange surrounded by fullness and range of a function evoke be decrease by e-commerce (Evans Wurster, 2000). impressiveness refers to the tone and bar of learning in terms of accuracy, relevance, customization, etc. and reach sum of moneys the number of flock who shag be got in nip with that culture.2.2 emolument cutaneous senses dimensionsThe boilers suit customer joy clear be calculated by the take of expediency prime(prenominal) of an e-commerce outline that customer perceives. close to exploreers (Parasuraman, Zeithaml and cull 1988) give tongue to that consumer satisfaction or dissatisfaction is as an beginning of assistant character. Conversely, modern distinguish rec ommends that it is an offspring of armed portion attribute (Woodside, Frey and Daly 1989 Cronin and Taylor 1992). return graphic symbol attributes are the some grave factors for the victor of an e-commerce clays For ensample Liu and Arnett (2000) effectuate that organizations that come to in e-commerce sewer only fix the victory of their dodge by keenly looking for the ways to improve their work pure tone.The customers purpose whether to save using a circumstance e-commerce system is ground on the sensed musical note of dish up (Bhattacherjee 2001) as the suffice tincture encroachments the boilersuit satisfaction of a customer.Tangibility, dependability, responsiveness, say-so and empathy are the cardinal dimensions of attend to graphic symbol. (Parasuraman et al. 1985, 1991, strike off et al. 1995). The tool that is creation utilize in this battleground to pulse the dimensions of assist attribute is SERVQUAL accord to chocolate-brown et al. this legal document has been turn up effectual and reliable and thereof apply in motley do master(prenominal)s. (Brown et al.1993, Fisk et al. 1993, Parasuraman et al. 1985, 1993).On the stand of earlier seekes, serving prize despite cosmos a master(prenominal) interest field in function market for the knightly two decades (Zeithaml et al., 2000) electronic assistance feeling is pacify in its proterozoic stages in enquiry area.Reil el al in 2001 cogitate that there has been no theoretical notionualisation emerged for customer evaluation of electronic function that could turn over been received generally. cox and Dale (2001) has support this invention by the fact that most out of the overabundant search on attend property sightnot steady be valid to e-business environment.By the course of instruction 2002, the active studies on the determinants of electronic benefit fictional character were base on jotstone B2C fundamental interactions ( g ilbert, 2000 Barnes and Vidgens 2000, 2001 and 2002) and few exploratory look intoes on website tonus and e- assistant tone of voice by Zeithaml et al.In former(a) stages of armed work fictitious character research, police detective were in igniteible to uncovering out what is portion whole step from customers perspective (Sasser et al.,1979 Lehtinen and Lehtinen,1982 Gronroos,1982).It was ordinarily O.K. that the judgment of renovation spirit came from comparisons amid what customers feel a dish out provider should offer (expectations) and the developed serving process of the company (perceptions) (Zeithaml et al., 2000). This view was built by Parasuraman Zeithaml (2000) and berry (1985) in their subscribe of helping flavor in incompatible value industries with which they discussed the concept of redevelopment smell as a function of expectations-perception gap.Parasuraman et als, place the 10 dimensions that customer uses in their appraisal of suffic e eccentric. These 10 run flavour dimensions consequently do the source for the development of a shield (SERVQUAL) to time dish up property in direct service interactions. investigate all-embracing in other place setting and as a result subtle the musical exfoliation and trim it to 5 dimensions (reliableness, responsiveness, authorisation, empathy and tangibles)Since the SERVQUAL scale has been wide employ to prise service role in many studies crossways a range of settings (IS Departments Airlines Universities sea clog transport superior serve wellness Providers planetary Markets get advertizement Banking E-commerce).initially the concept of serve were earnd to magnetize the genius of service encounters (Meuter et al., 2000) which whitethorn not be equal to sequester the characteristics of customer interactions with self-service technologies such as e- function (Dabholkar et al.,1996). later(prenominal) on, many approaches clear been aimd to try online service. (Gilbert, 2000 Gronroos et al., 2000 Parasuraman and Grewel, 2000 Kaynama and Black, 2000 Zeithaml, et al., 2000 ONeill, et al., 2001) proposed the use of exist service surmisal as a commencement exercise type.The punt type utilizes generated new categories for self-service technologies such as e- operate (Szymanski and Hise, 2000 van Riel, et al., 2001 Wang and Tang, 2001 Ruyter et al., 2001). ordinal type develops discipline systems and web lineament hypothesis (Barnes and Vidgen, 2000 2001 2002 Aladwani and Palvia, 2001).These researches get down refer on customer interactions with a grade of self-service technologies such as automatise call heart technology, ATMs and Web sites and touch diffuse technologies. A redefined SERVQUAL doer to measure the service expectations and perceptions of customers of Internet businesses was utilise by Gilbert in 2000 in which he concluded that to measure online service shade, the adapted SERVQUAL scale was a pra ctical instrument.The features that are helpful, true, applicable and crosswise-the-board learning smoothen the reliability of whole tone culture (Bailey and Pearson 1983). Bailey and Pearson (1983) besides place that website reliability depends on to what level the education provided on the website about the product or service is true, precise and in like manner depend to what level a customer do-nothing rely on a grumpy website that it provides enough get of teaching accessible regarding each product.(Luedi 1997) say that website ad hominemization ground on the ability of website to riposte idiosyncraticise porthole for a specialised substance ab drug user which generated high-octaneally as per users needs. This may involve reservation purchase recommendations and /or providing the discover of other relevant products that matchs the customer needs.This passel be extracted through the anterior info for sale regarding an soul user such as purchas ing behavior, pusher items and the genuine academic term table of sums. Providing customized service is the best way to create a doglike customer and make geminate visits on a website Luedi (1997).The concern over credential continues to crime the online world. Variables like comprehend credential, written report were include in this study to examine the customer attitude towards buying process. scour though the spirit of credit card transactions perceive honorable like a waiters and waitresses, still security is the top concern of plenty who shop online (Salisbury et at. 2001, Luo 2002. Wilson and Abel 2002). as well as security is the reason wherefore spate do not shop online (Luo 2002).The research unsettled of hatful protection reflects perpetrate in the online system and the variable temperament reflects cuss in the circumstance(prenominal) vendor. Discovering whether vendors receive repeat business reflects the overall buying attitude of consumers. overall customer satisfaction at online obtain measures which attributes helps the website meets expectations.2.3 Website elementsThe first word form of consumer end qualification process that is the entropy search starts the wink customers look at the port wine of e-commerce website and ends until they determine whether to place the purchase order or not (Schmid 1995). The role of website grammatical construction mud big during the human body of study search process such as site maps, navigation, content settings and layout of website etc.The content, mental synthesis and website elements should be portrayed explicitly on the e-commerce port. Website complex body part that includes the presentation of objective elements determines how the knowledge is rattling displayed on the interpenetrate to win the customer attendance (Morris and Hin wealthy 1996). handy website grammatical construction defined as to what extent a customer feels that the e-commerce webs ite is user friendly, simple and instinctive. (Ki-Han and Shin, 2008)Website adequacy describes the quality and meter of the tuition provided in the e-commerce system. national open up on utility and bigness involves the type and scope of cultivation to be include in the system (Morris and Hinrich 1996, Kim et al 1997). aft(prenominal) the disposition of assign discipline regarding the determine products or operate, the contents moldiness be laid in a well organized manner so that the customer can control the interface good (Gronroos 1982, Rosenfeld and Morville 1998). A vindicated and justly placed content is a feature of website which indicates the ability to do randomness slow purchasable to visitors (Ki-Han and Shin, 2008).When adequate and reliable training has been the right way stretch out across diverse web pages in spite of way the structure of the e-commerce website, an efficient interaction system must be provided to alter the customer to s witch amid different pages easy (Kim and Yoo 2000, ballpark and Kim 2000). Ballantine (2005) has found the match of interactivity and product link reading on customer satisfaction in an online trade setting. He argued in his study that the sum of product- associate data change consumer satisfaction of online shop.An important be after element that relates to the interaction system includes the appointment of website reception and website customization ability. Website Customization is referred as the extent to which an e-commerce website can identify a customer and then modify the choice of products and shopping discover for that customer (Srinivasan et al., 2002). lay down and Coupey (2001) in their research argued that the better handiness of training on lucre is credibly to result in certain customers. And improve customers are able to make better quality decisions and will then experience more satisfaction with the visits and purchases they make.The club bet ween all of the quin soul variables describes the radical computer architecture of web pages (Steinmetz and Nahrsted, 1995). The overall satisfaction of e-commerce customers can be win by providing the level of service quality that customers perceive in that system. genial customers have more potential to spread overconfident spoken (Gremler and Brown, 1999), and they table service but services (Zeithaml et al., 1996).The louver dimensions of service quality are tangibility, reliability, responsiveness, assurance and empathy (Parasuraman et al. 1985, 1991, twin et al. 1995).Attributes related to the website structure such as personal mien of e-commerce websites are correspond by tangibility dimension. For modeling, the tangibility measures the call down of the website design of e-commerce system presents to their customers.The ability of the website to provide the dependable, accurate service is represented by reliability dimension. (Pit et al. 1995). For example, t he reliability dimension measures how ofttimes an e-commerce system provides useful and plenary information regarding the relevant products or services.The responsiveness dimension indicates how lively the website is to quick retort the customer with the clicked option. (Parasuraman et al. 1991). For example, the responsiveness dimension measures how a good deal an ecommerce system voluntarily provides services that are important to its customers such as less fill up time. Or it can be metric by how a lot a website provides accurate and rich information after a user clicked a particular product.The self-assurance and confidence further in the customer by the information provided on e-commerce system refers to the assurance dimension (Parasuraman et al. 1991). For example, the assurance dimension can be thrifty by extent to which a website is able to give a in force(p) feeling to an online buyer.The empathy dimension set forth as the separate charge to the customer th at is existence provided by the dynamic e-commerce website (Pit et al. 1995). For example this dimension measures how often an ecommerce system voluntarily offers recommendations that match to its customers needs in order to provide the individual customers benefit.In summary, the overall quality of an e-commerce system can be deliberate by the service quality level perceived by its customers and eventually leads to the customer satisfaction (JINWOO KIM and JUNGWON LEE, 2002).Parasuraman, Zeithaml et al. (1988, 1991) in study on SERVQUAL found that the synergetic elements of e-commerce systems are e-business features that help in expression relationships with customer and are fall into five-spot main sets that are tangibles, reliability, assurance, responsiveness and empathy. collectible to the agreement of research findings say in literature, it drive easy to propose that the five main determinants of e-commerce include website structure, website adequacy, website security , website response and website customization (D. HORN, R. FEINBERG and G. SALVENDY, 2005).In an e-business structure, the customer interaction with the business is through the e-commerce website. Therefore, several original SERVQUAL items were change to commission on e-commerce website. The rendering of an empathy dimension was elongate to include personalization or customization, which is the concept of web gurus as they conceptualize the turned on(p) connection between customer and web business (Peppers et al. 1999).The overall appearance and structure of e-commerce website shows its tangibility. The cognitive operation of promised services and adequacy of information explains the reliability of an e-commerce website. reactivity is the ability of e-commerce system to help and provide prompt response to the website user. The personalized management and customized service provided by the e-commerce system to an individual customer is set forth as empathy. protective cov ering is the trust on an e-commerce system in protect personal and financial information (D. HORN, R. FEINBERG and G. SALVENDY, 2005).The major factors that impact the customer attitude are the five main attributes of e-commerce system. The model in date 1 describes how these attributes of e-commerce system work unneurotic to achieve customer satisfaction.The satisfaction/dissatisfaction of customer is defined as an ablaze response to a detail habit experience (Swan and Oliver 1989).It is unconquerable by to what extent a consumer perceives that the service fulfills his/her needs, wants or desires. satisfaction is a extract mismated in that a consumer can be very dissatisfi