Abstract
Satisfying customers is a primary goal in the field of marketing, which online retailers have sought to maximise over decades. The objective of this study is to measure relationship length as a moderator of customer satisfaction with the perceived ease of use, information quality, privacy, security, and delivery time in online retailing in South Africa. The study's objective merges the TAM, D&M success model, and Expectancy Disconfirmation Theory (EDT). About 285 online shoppers were recruited in the online survey through a non-probability convenient sample method. Abiding with the research ethics, the questionnaire was granted access to the respondents who gave consent for voluntary or exit participation. Data were tabulated and analysed using SPSS 28 and AMOS 28. The results of the structural equation modelling validated the significant positive effects of delivery time, information quality, and perceived security on customer satisfaction in online retailing. Fulfilment of delivery time and information quality is significant for satisfaction of customers with short relationship length. Online retailers can maximise satisfaction of newer customers via strategic coordination of delivery time and information quality their websites present as these people have a short relationship length. Theoretical and practical implications are defined.