The influence of AI-powered service quality and logistics service quality on customer satisfaction in Malaysia's e-commerce platform

Liew, Faye (2026) The influence of AI-powered service quality and logistics service quality on customer satisfaction in Malaysia's e-commerce platform. Final Year Project, UTAR.

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Abstract

The rapid growth of e-commerce has significantly transformed consumer purchasing behaviour and intensified competition among online platforms. In this environment, service quality delivered through both digital technologies and logistics operations plays an important role in shaping customer satisfaction. This study aims to examine the influence of AI-powered service quality and logistics service quality on customer satisfaction within Malaysia’s e-commerce platforms. A quantitative research approach was adopted, and data were collected through an online questionnaire survey from 221 respondents who have prior experience in online shopping. The data collected were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) through SmartPLS. The results indicate that several dimensions of AI-powered service quality, including responsiveness, perceived ease of use, and perceived usefulness, have significant positive effects on customer satisfaction. In terms of logistics service quality, informativeness and empathy were also found to significantly influence customer satisfaction, while convenience, immediacy, and reliability were not statistically significant. Overall, the findings highlight the importance of both AI-enabled service interactions and effective logistics communication in shaping customer satisfaction in Malaysia’s e-commerce environment. The study provides useful insights for e-commerce platforms to enhance customer experience by improving both digital service capabilities and logistics information transparency. Keywords: AI-powered service quality, logistics service quality, customer satisfaction, e-commerce, Malaysia

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