Investigating the Relationship between Key Factors and Customer Satisfaction in an Online Shopping Platform

Gan Kia Hui (INTI International College Penang, Malaysia)
Sheue Hui Lim (ViTrox College, Pulau Pinang, Malaysia)
Praveen Aronkar (Prestige Institute of Management & Research, Gwalior, India)
Wei Sheng Lim
Xinyuan Lin (Universiti Sains Malaysia, Malaysia)
Maisarah Binti Meor Hashim (Universiti Sains Malaysia, Malaysia)
Mas Dalyna Binti Saadon (Universiti Sains Malaysia, Malaysia)
Desta Safa Nur Akmalia (Brawijaya University, Indonesia)
Rosa Ayu Dewanti (Brawijaya University, Indonesia)
Rr. Shafana Syafiyyah Putri (Brawijaya University, Indonesia)
Vedika Bajpayee ([e-mail])
Daisy Mui Hung Kee (Universiti Sains Malaysia)

Journal of the Community Development in Asia
Vol 7, No 2 (2024): May 2024

The COVID-19 pandemic during the 2020's has led to the rapid growth of e-commerce in recent years, which has necessitated a greater understanding of the factors that contribute to customer satisfaction in the online context. This study was conducted to investigate the relationship between key factors and customer satisfaction in Lazada. The online survey was carried out to collect data and information from 100 respondents. In this study, five independent variables (efficiency, reliability, assurance, responsibility, and security) are investigated. The results indicate assurance and responsibility have a significant and positive influence on customer satisfaction whereas efficiency has a significant and negative impact on customer satisfaction. This study aligns with several Sustainable Development Goals (SDG), such as decent work and economic growth (SDG 8), as well as responsible consumption and production (SDG 12). In conclusion, this study contributes to the existing literature on e-commerce by providing empirical evidence on the impact of e-marketing strategies on customer satisfaction.