The impact of service quality in e-supply chain towards customer satisfaction through online shopping

Ramasamy, Divya (2023) The impact of service quality in e-supply chain towards customer satisfaction through online shopping. Project Report. Melaka, Malaysia, Universiti Teknikal Malaysia Melaka. (Submitted)

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Abstract

Covid-19 is a transmissible disease caused by coronavirus in Wuhan, China. Now it has expanded globally and resulting in an ongoing pandemic. The global outbreak of COVID-19 has caused substantial obstacles to supply chains. Since the Covid-19 pandemic, there is a visible trend worldwide in which an increasing number of individuals purchase goods and services via the Internet. Online shopping seems to be the most popular trend around the world as well as in Malaysia. The foundation of online shopping is a fast and efficient supply chain system. Therefore, this research project establishes a valid measure on customer satisfaction in the e-supply chain service quality dimensions. The major aim of this research project is to determine the role of service quality in e-supply chain and its impact on customer satisfaction through online shopping. In addition, it investigates the relationships between the independent variable (service quality in e-supply chain such as responsiveness, reliability and empathy) and dependent variable (customer satisfaction). The deductive approach was applied in this study, and the research design was quantitative. The targeted population for this study is the users of online shopping sites in Selangor, Malaysia. A survey questionnaire with 140 respondents was used to collect primary data. The software used to evaluate and analyze the data obtained from the questionnaire was the Statistical Package for Social Science (SPSS) version 26. A descriptive statistic was used to determine the frequency distribution of number, mean, standard deviation, and the role of service quality in the e-supply chain. The statistical test was used to investigate hypothesis and regression analysis to examine the relationship of service quality in e-supply chain and customer satisfaction through online shopping in Selangor. According to the survey findings of this study, responsiveness and empathy significantly influence Customer Satisfaction except for the reliability factor. To be able to sustain in the competitive online business platform, every online businesses in Malaysia should therefore focus on service quality in e-supply chain, which would result in higher overall customer satisfaction

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