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All Journal International Journal of Tourism and Hospitality in Asia Pasific Journal of the Community Development in Asia Asia Pacific Journal of Management and Education
Zi Jian Oh
Kolej Vokasional Batu Lanchang
Humanities Education Languange, Linguistic, Communication & Media Other

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The Influence of Artificial Intelligence on Customer Retention in the Asian E-Commerce Market Zi Jian Oh; Abayomi Tunde Odebunmi; Yun Ern Teoh; Wei Min Thoe; Yu Jing Toh; Yu Xuan Toh; Anees Janee Ali; Daisy Mui Hung Kee
Asia Pacific Journal of Management and Education (APJME) Vol 8, No 1 (2025): March 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v8i1.3865

Abstract

Artificial intelligence (AI) has become a key driver in enhancing customer retention in e-commerce. This study examines the influence of AI-driven personalization, efficiency and convenience, and customer trust and loyalty on customer retention in Lazada’s Asian market. A quantitative research approach was employed, with data collected through an online survey of 150 Lazada users using convenience sampling. The survey measured key constructs using a five-point Likert scale, and IBM SPSS Statistics 27 was used for analysis. The regression results indicate that customer trust and loyalty (? = 0.694, p 0.001) have the strongest impact on customer retention, followed by personalization (? = 0.166), while efficiency and convenience (? = 0.062) have a minimal effect. The model explains 82.5% of the variance in customer retention (R² = 0.825), demonstrating strong predictive power. These findings highlight the importance of fostering trust and personalized experiences in AI-driven e-commerce strategies. While efficiency and convenience enhance the shopping experience, they play a lesser role in long-term retention. The study suggests that businesses should prioritize AI-driven trust-building strategies and culturally adapted personalization techniques to strengthen customer loyalty and sustain retention in competitive e-commerce environments.
The Recipe for Delight: An Empirical Study of Customer Satisfaction in the Fast-Food Industry Odebunmi Abayomi Tunde; Zi Jian Oh; Tat Cong Yap; Wee Na Yap; Yashwini A/P Parthiben; Yasmin Husna Binti Amizi; Tian Ye; Anees Jane Ali; Daisy Mui Hung Kee
Journal of The Community Development in Asia Vol 8, No 3 (2025): September 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jcda.v8i3.4173

Abstract

Subway has established itself as one of the leading fast-food chains in Malaysia by offering customizable sandwiches and promoting a fresh, healthy image. However, customer satisfaction in the fast-food sector is shaped by multiple factors, including price, product quality, promotional effectiveness, and perceived convenience, all of which determine customer loyalty and competitiveness. This study aims to investigate how these factors influence satisfaction with Subway in Malaysia. Data were collected from 110 respondents through an online survey distributed via Google Forms and analyzed using SPSS regression analysis. The results demonstrate that perceived convenience (? = 0.459, p 0.001) and price (? = 0.218, p 0.05) significantly enhance customer satisfaction, jointly explaining 49.9% of the variance (R² = 0.499). In contrast, product (? = 0.099, p 0.05) and promotion (? = 0.043, p 0.05) showed no significant effect, indicating that customers may treat them as standard expectations rather than decisive factors. These findings suggest that Subway should prioritize improving convenience through efficient service channels and digital solutions while maintaining competitive pricing strategies. Innovations in product and promotion remain important to sustain differentiation and strengthen long-term customer loyalty
Building Digital Trust in E-Commerce: An Analysis of Factors Influencing Customer Expectations Towards Shopee Purchases in Malaysia Zi Jian Oh; Dung Gadi Paul; Sharma Brahmmanand; Ping Chuan Lai; Dor Wey Lam; Chia Yin Lee; Long Zheng Lee; Dubey Medha; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 2 (2026): June 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i2.4673

Abstract

Shopee, which was introduced in 2015, is the most popular e-commerce site in Southeast Asia. At the moment, it is among Malaysia's top e-commerce sites. Simple, Happy, and Together are the three defining characteristics of the community that Shopee aims to create by connecting customers and sellers. This study analyzes the factors influencing customer expectations toward Shopee purchases. Four contributing factors towards customer expectations were evaluated, specifically perceived convenience, perceived loyalty, perceived risk, and perceived trust. To analyze how customer experience influenced customer expectations on Shopee purchases, such as delivery speed, product quality, pricing, and customer service. A total of 150 customers from Shopee Malaysia participated in the survey questionnaire for data collection. The findings revealed that perceived trust and perceived convenience significantly and positively influenced customer expectations, while perceived risk indicated a significant negative impact. Meanwhile, perceived loyalty did notsignificantly influence customer expectations towards Shopee purchases. This survey gives Shopee important information and direction about how customers view Shopee, which increases customer happiness.
Co-Authors Abayomi Tunde Odebunmi Anees Jane Ali Anees Janee Ali Chia Yin Lee Daisy Mui Hung Kee Dor Wey Lam Dubey Medha Dung Gadi Paul Long Zheng Lee Odebunmi Abayomi Tunde Ping Chuan Lai Sharma Brahmmanand Tat Cong Yap Tian Ye Wee Na Yap Wei Min Thoe Yashwini A/P Parthiben Yasmin Husna Binti Amizi Yu Jing Toh Yu Xuan Toh Yun Ern Teoh