Factors Affecting Customer Satisfaction on Online Shopping: An Empirical Study

International Journal of Management, Finance and Accounting Pub Date : 2023-08-31 DOI:10.33093/ijomfa.2023.4.2.4

Yok Yan Fong, B. Tan, T. Lau

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Abstract

This paper examines the effect of website layout, privacy and security, customer experience, customer service, and product delivery service on online shopping satisfaction in Malaysia. With swift economic development and advanced digital technology infrastructure, online shopping in Malaysia is undergoing transformation. Businesses are advised to change their business operation towards digitalization. In this study, the survey link containing the questionnaire was sent to 300 respondents randomly via several online social media platforms. As a result, 257 responses were received with 85.67% of the response rate. Based on the findings from the multiple regression analysis, website design, customer experience, and product delivery service all had a significant impact on online shopping satisfaction. Further investigation also revealed that website layout was the most important determinant of satisfaction. Therefore, it is critical for online retailers to better understand their online customers' preferences to create better customer values that lead to customer satisfaction and the development of long-term profitable relationships.

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影响网上购物顾客满意度的因素:实证研究

本文考察了网站布局、隐私和安全、客户体验、客户服务和产品交付服务对马来西亚网上购物满意度的影响。快速经济发展和先进的数字技术基础设施,网上购物在马来西亚正在发生转变。建议企业将业务运营向数字化转变。在本研究中，包含调查问卷的调查链接通过多个在线社交媒体平台随机发送给300名受访者。结果，共收到257份回复，回复率为85.67%。根据多元回归分析的结果，网站设计、顾客体验和产品交付服务都对网上购物满意度有显著影响。进一步的调查还显示，网站布局是满意度最重要的决定因素。因此，对于在线零售商来说，更好地了解他们的在线客户的偏好以创造更好的客户价值是至关重要的，从而导致客户满意度和长期盈利关系的发展。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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International Journal of Management, Finance and Accounting

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