Page 354 - MARSIUM'21 COMP OF PAPER

FYP PROPOSAL

AHIBS UTM SKUDAI

IMPACT OF KKKL EXPRESS’S WEBSITE DESIGN ELEMENTS TOWARDS USER
SATISFACTION

LEE MEI XIAN, ASSOC. PROF. DR NOOR HAZARINA BT HASHIM

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru

*Corresponding author: mxlee-1998@graduate.utm.my, hazarina@utm.my

Abstract

The design of websites that appear on the internet is referred to as website design. Instead of software development, it usually refers to the user satisfaction
components of website development. Research was conducted to assess the website's design elements in terms of user satisfaction, using KKKL Express’s
website as a case in point. The researchers will identify and consolidate the essential website design elements that will have an impact on the user's satisfaction
when visiting the site. Then, this paper will look into the relative importance of those elements in affecting total website design judgments. A questionnaire
was developed based on this quantitative research in order to indicate the significant relationship between website design elements and user satisfaction. The
better the design quality of a website, the greater the satisfaction of users. Hence, the findings suggest that website designers should highly focus on the
website design elements to positively influence visitor purchasing behavior and, in the end, lead to a satisfactory experience.

Keywords: Website Design, Website Design Elements, User Satisfaction, KKKL Express

■ 1.0 INTRODUCTION

Travelling by bus is a blessing for many. It's less expensive, more convenient, and gives a new perspective on exploring the city. When it
comes to purchasing tickets, traditional bus tickets relate to visiting a ticket counter, making a purchase, and then directing the consumer to
the appropriate bus stop. Customers, on the other hand, must stand in line for a lengthy period of time in order to purchase bus tickets and
obtain information, causing significant inconvenience. This has been the procedure for decades, but with the rapid growth of electronic
commerce (e-commerce), firms are now attempting to acquire a competitive advantage through the use of e-commerce to communicate with
customers (Aljunaid, 2006). Due to the widespread use of e-commerce models and apps in today's business environment, a new movement
known as dynamic e-business has evolved to advance e-commerce applications by simplifying business interaction over the web (Chen
et al., 2003; Gajendra and Wang, 2013). Thus, the concept of online bus ticket buying via websites is gradually replacing the conventional
approach, eliminating the need to queue at bus stops during peak hours, such as holidays or festivals.

The convenience and effectiveness of online booking through websites have made it a popular option. Following that, bus operators
began developing their own websites to accommodate clients globally by offering online access to bus information. Meanwhile, users
searching for online information and services now rely on websites as their major means of communication (Kim and Stoel, 2004). A website
can be characterised as a series of linked interfaces and functional qualities that are intended to provide users with high levels of performance
and usability while maintaining a professional appearance (Lee and Koubek, 2010). In order to be successful, website must be backed by a
website design that determines a company's capacity to receive the benefits of internet sales. Childers et al. (2001) and Fiore et al. (2005)
have also claimed that website design plays a crucial influence in attracting and retaining online customers. Besides, user- centered design
has always been a critical factor in determining the quality of ecommerce websites (Gajendra and Wang, 2013; Stefani and

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