An Empirical Study of Customer Satisfaction in Online Cosmetic Purchases in Sri Lanka

Abstract

Purpose:    E-commerce growth has changed how university students buy cosmetics online, yet little research exists on what drives their satisfaction in Sri Lanka. This study examines the main factors affecting customer satisfaction among young customers, focusing on product quality, product price, payment methods, and convenience.

Design/methodology/approach:  A quantitative approach was adopted using a structured online questionnaire distributed through convenience sampling. Data were collected from 392 undergraduates in Sri Lankan state university sector with prior online cosmetic purchasing experience. Descriptive statistics, correlation analysis, and multiple regression analysis were employed, while reliability and validity were confirmed using Cronbach’s Alpha and factor analysis. This analysis was done by using SPSS software.

Findings:    Results indicate that all four factors significantly and positively influence customer satisfaction. Product quality was identified as the strongest determinant, followed by convenience, product price, and payment methods. The model explained 62.4% of the variance in customer satisfaction.

Originality:   The study extends ECT to the online cosmetics sector in Sri Lanka, addressing a clear gap in student-focused e-commerce research.

Implications:   Findings offer practical guidance for online cosmetic retailers to enhance satisfaction through quality assurance, fair pricing, secure payment systems, and improved convenience.