Factors influencing customer satisfaction in e-commerce platform : a study of Shopee Malaysia

Abstract

Customer satisfaction is crucial to every e-commerce business. In previous studies, customer satisfaction was discovered as vital to a company's performance. Some studies have shown that the customer becomes dedicated to a company when they are satisfied with its products or services. A happy customer often performs a repetitive purchase with the company. As in developing countries like Malaysia, the e-commerce business is increasing. Due to extreme competition, many e-commerce companies are trying their best to provide excellent services to satisfy customers. Satisfied customers could contribute to customer retention and success for a company. Shopee is the number one e-commerce platform in Malaysia as of quarter four of the year 2020. Thus, this study was developed to investigate website design, security, product variety, delivery service, payment method, product quality, and return policy as influencing customer satisfaction in Shopee Malaysia e-commerce platform. Besides, the instruments of this study were adapted from previously established studies. The data were collected through social media and social networks platforms such as Facebook, Instagram, WhatsApp, and Telegram. A total of 160 samples were collected and utilized for data analysis. The analyses performed in this study were descriptive analysis, reliability and validity analysis, exploratory factor analysis, and multiple regression. The result shows that from the seven proposed variables, only five variables (security, product variety, delivery service, product quality and return policy) positively correlated with customer satisfaction in the Shopee Malaysia e-commerce platform. Website design and payment method were found insignificant in the study. The study's findings will contribute to the academic references and e-commerce companies to grow customer satisfaction in their business.