Open AccessThe Influencing Factors of Customer Satisfaction: A Case Study of Shopee in Malaysia
Author(s) -
Pei Woon Yo,
Daisy Mui Hung Kee,
Jia Yu,
Meng Kui Hu,
Yen Ching Jong,
Zubair Ahmed,
Sai Ling Gwee,
Omkar Gawade,
Rajesh Kumar Nair
Publication year - 2021
Publication title -
estudios de economía aplicada
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.123
H-Index - 6
eISSN - 1697-5731
pISSN - 1133-3197
DOI - 10.25115/eea.v39i12.6839
Subject(s) - customer satisfaction , business , marketing , purchasing
Shopee was the largest e-commerce platform in Southeast Asia in 2020 by gross merchandise value and total orders. It is currently one of the leading e-commerce platforms in Malaysia. Despite the intense competition in the e-commerce space, Shopee has expanded aggressively across the Southeast Asian region over the last few years. Its successful business expansion is likely attributed to its profound competitive advantages. This study aims to examine the primary factors influencing customer satisfaction towards using Shopee for online purchasing in Malaysia. A survey questionnaire was used for data collection. A total of 100 Shopee users from Malaysia responded to the survey. The findings revealed that perceived ease of use and perceived convenience had influenced the customer satisfaction toward online purchasing on Shopee in Malaysia. Meanwhile, perceived usefulness and perceived trust did not significantly influence customer satisfaction towards Shopee in Malaysia. This study provides Shopee with valuable insights and guidance on customers’ perception of Shopee, leading to improved customer satisfaction.