FACTORS AFFECTING CUSTOMER SATISFACTION IN ONLINE SHOPPING IN KUCHING, SARAWAK.

Customer satisfaction is important in online shopping as online shopping has become a trend nowadays. Therefore, customer satisfaction is important so that we can improve customer satisfaction towards online shopping thus increase the growth of E- commerce in Malaysia. This study aims to examine the factors (Website Design, Delivery Service and Security) that affect customer satisfaction and their relationship between factors (Website Design, Delivery Service and Security) with customer satisfaction in online shopping in Kuching, Sarawak. Website Design, Delivery Service and Security are the three independent variables while customer satisfaction is the dependent variables in this study. A total of 300 electronic questionnaires through google from been collected and analysed by using the Descriptive Analysis and Inferential Analysis where Pearson Correlation Coefficient and Multiple Linear Regressions Analysis being employed to test the three-hypothesis developed in this study. In this study, all the three independent variables which included Website Design, Delivery Service and Security are significant and positive related to the customer satisfaction in online shopping in Kuching, Sarawak. Besides, among the three independent variables, Website Design is the most influential factors that affect customer satisfaction in online shopping in Kuching, Sarawak.