The Journey of The Research

Introduction

Background of the Study

- Most businesses now use an e-commerce site to sell their goods online, especially during this current pandemic.

- Important to investigate the factors that impact e-customer satisfaction.

Problem Statements

- Online retailers are facing challenges to sustain their business and maintain customer satisfaction.

- Customer expectations would be difficult to satisfy if online retailers are unable to provide the necessary standard of service quality.

Objectives of the Study

- To determine the online retail service quality lead to customer satisfaction.

- To determine the dimensions of service quality that have the greatest effect on customer satisfaction

_________________________________________________________________________

Literature Review

Conducted study

- Previous study by Parasuraman and Berry in 1988.

- Remodeled by Saadah & Ying in 2020 (main journal).

Dependent Variable

- High customer satisfaction leads to the customer's loyalty.

Independent Variables

- Five variables: Website Design, Website Personalization, Reliability, Responsiveness and Trust.

RESEARCH HYPOTHESIS:

H1: Website design has a significant positive effect on e-customer satisfaction during COVID-19 pandemic.

H2: Website personalization has a significant positive effect on e-customer satisfaction during COVID-19 pandemic.

H3: Reliability has a significant positive effect on e-customer satisfaction during COVID-19 pandemic.

H4: Responsiveness has a significant positive effect on e-customer satisfaction during COVID-19 pandemic.

H5: Trust has a significant positive effect on e-customer satisfaction during COVID-19 pandemic.

______________________________________________________________________

Methodology

- The questionnaire design of this study used quantitative method to be easier for customers to respond, comprised of two sections

- The first section consists of 6 questions about the Demographic Information captured respondents’ profile such as Age, Gender, Education Level, Occupation, Total Household Income and Ethnic

LINK QUESTIONNAIRE : https://forms.gle/UQhpxPT1syuYNqKM8

_______________________________________________________________________

Sampling & Data Analysis Technique

- . In order to obtain sufficient valid results among the respondents, the questionnaire was distributed to 202 respondents

- The results analyzed through statistical methods which is Descriptive Analysis (frequencies and cross tabulation)

- For Part A of the questionnaire was analyzed by using SPSS software while SmartPLS which are hypothesized Model and bootstrapping model were used for Part B.

________________________________________________________________________

Finding & Discussion

- . The demographic variables used to analyze profile of the respondents were gender, age, ethnicity, education, occupation, income

_______________________________________________________________________

Structural Model Analysis (Using SmartPLS)

Hypothesized Model & Generated Model

Bootscrapping Model

________________________________________________________________________

Conclusion & Recommendation

- In this research, it can be proven that the Google Form online survey method can describe and identify consumers’ behavior and satisfaction during the COVID-19 pandemic

- Website design plays an important role in online business

- Our recommendation to improve the customer experience for online shoppers is free shipping of the product

- As for external stakeholder, customer's feedback is important to business

- Make website mobile-friendly

________________________________________________________________________

Suggestion for further research (next improvement)

- A larger test sample is recommended because it will improve the accuracy of the results

- Brand loyalty is associated with satisfied consumers who are more likely to make frequent purchases

- Businesses should be strategic in implementing sales promotion strategies to both attract consumers and discourage them from switching brands due to competitive offers

- Advertisements can be more innovative in order to raise brand awareness through brand recall and recognition