Online Shopper Satisfaction: Exploring the Impact of e-Service Quality

The advent of online shopping has brought a significant revolution in how individuals exchange goods and services. Online purchasing has gained considerable popularity, especially after the Movement Control Order due to COVID-19. Therefore, this study aims to find the relationship and identify the most dominant factors of e-service quality that affect online shopping. Convenience sampling was used to collect primary data. 250 self-administered questionnaires with four Likert scales were distributed through a social media channel among Klang Valley residents aged 18 years and above. The data was then analyzed using SPPS Version 26. Multiple Regression Analysis was used to investigate the relationship between e-service quality and customer satisfaction. The researcher found a collective significant effect between Customer Satisfaction and all independent variables except Perceived Risk. Convenience was found to be the most dominant factor that influences Customer Satisfaction. Hence, this study can benefit online business owners as they develop appropriate strategies based on the findings to expand their business.