The determinants affecting customer perceived e-service quality towards e-retailing shopping site in Malaysia

Lim, Pei Sian (2018) The determinants affecting customer perceived e-service quality towards e-retailing shopping site in Malaysia. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

In the new era of digital nowadays,e-commerce platform has been growth rapidly.There are one of the emerging parts which is the e-retailing business.The growing concern of public towards e-service quality of online shopping site have shown its important and the companies must understand the concepts of customer perception of e-service quality in terms of Servqual dimensions for maintaining their competitiveness in business profitability.Thus,it is vital for companies to know how to evaluate these constructs from the customers’ perspective in order to better comprehend their needs and make them feel satisfied.Hence,this research aimed to study the determinants that affecting on customer perceived e-service quality (PeSQ) towards e-retailing shopping site in Malaysia.There are three research objectives which are identify the determinants that affecting customer PeSQ towards e-retailing site,the relationship between the determinants of e-service quality and customer PeSQ towards e-retailing shopping site and to examine the most significant determinants of e-service quality that influence on customer PeSQ towards e-retailing shopping site.In order to study this,the researcher has selected 384 respondents as sample framework with google form questionnaire distributed online.For finding analysis, the researcher used descriptive analysis,factor analysis, cross tabulation, pearson’s correlation coefficient analysis, multiple regression analysis and hypothesis testing by SPSS software to analyse the data.The finding depicts that there is significant positive relationship between website design,customer service,privacy and website personalization (independent variable) towards the customer PeSQ (dependent variable) except for reliability factors.The researcher recommends the e-retailer to enhance their e-service quality in website design in terms of create the high quality of website content in order to generate fun and excitement to online customers. Besides,the future researcher study could cover more specific customer perception in online e-retailing shopping site and re-test of reliability factor to provide more useful and accurate data to e-retailing industry.

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