Factor affecting customer satisfaction in e-commerce

Pua, Casandra Kei Ying (2023) Factor affecting customer satisfaction in e-commerce. Final Year Project, UTAR.

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Abstract

Customer satisfaction as a concept encompasses different formulations, theories, policies, and practices. The literature on customer satisfaction presents a great deal of diversity. Since most Malaysians had experienced online shopping therefore, this research will use the variables of reliability, web design, customer experience and guarantee/ safety to test what factors had given a better level of satisfaction to customers. This research which involved 222 respondents aged between 18 years old and abovewas conducted by distributing the Google survey form. The questionnaires were distributed through online platforms, including WhatsApp, Facebook, Instagram, WeChat and Microsoft Team because the data collection process can be quick and involves low costs. Structural Equation Modeling (PLS-SEM) has been utilized to analyze the collected data to test the hypothesis. Based on the findings, it has been proven that the relationship between the four independent variables with the dependent variables, which the four independent variables (reliability, web design, customer experience and guarantee) have relationship with dependent variable (customer satisfaction). Moreover, the limitations and recommendations of this study were addressed in the final chapter to provide further improvement suggestions for future researchers in this study field.

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