Abstract:
The purpose of this study is to examine the effect of digitalization on customer satisfaction in
the case of Lucy roof tiles Company. The study more specifically investigates the effect of
speed of transaction, accessibility; adaptability and affordability of Digital sales room,
website, online marketing are in general put under digitalized system on customer satisfaction.
In order to achieve the objectives of the study, multiple linear regression method were used.
Data was collected through standardize questionnaire from a sample of 178 customers that
were selected using Yamane random sampling techniques. The data collected from the
questionnaires were analyzed with the help of SPSS version 26 statistical tools using
descriptive and multiple linear regression analyses. The Regression result indicated that there
is a positive and significant effect of the independent variables (speed of transaction,
accessibility, and affordability) on the dependent variable (customer satisfaction). And
negative significant relation between adaptability and customer satisfaction. From the
analysis, the researcher found that the company considers speed of transaction, accessibility;
affordability and adaptability are major factors in affecting customer satisfaction. The
researcher recommends that LRTC should give priority on improving its adaptability by
creating wide and on point awareness
