The rapid expansion of e-commerce has significantly reshaped consumer purchasing behavior, with customer satisfaction emerging as a critical determinant of online loyalty. This study investigates the key attributes influencing customer satisfaction in online shopping—such as website usability, product quality, pricing transparency, delivery reliability, and customer service responsiveness—and explores how these factors subsequently affect customer loyalty. Importantly, it examines the moderating role of consumers’ e-commerce experience on these relationships. Using a structured survey approach and statistical analysis, the study finds that customers with higher e-commerce experience tend to weigh certain attributes, such as website navigation and after-sales service, more heavily in their satisfaction evaluations. In contrast, less experienced customers are more influenced by pricing and product descriptions. The results offer practical implications for online retailers aiming to enhance customer retention through tailored service strategies that account for users’ familiarity with online shopping environments
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