Page 444 - MARSIUM'21 COMP OF PAPER

FYP PROPOSAL

AHIBS UTM SKUDAI

FACTORS INFLUENCING CUSTOMER SATISFACTION: CASE STUDY OF
AWANAZSTYLE SDN. BHD.

MUHAMAD ABDULQAYUM BIN MOHD SHAHIMI, DR. MAZILAH BINTI ABDULLAH

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

*Corresponding author: abdulqayum@graduate.utm.my, mazilah@utm.my

Abstract
This study intended to investigate the factors influencing customer satisfaction among those who already purchased a product from a boutique named
Awanazstyle Sdn. Bhd. There were four antecedents examined in this study: customer experience with shopping environment, customer experience with staff
service, customer experience with shopping procedure, and customer experience with the product. Through observation of the online review from the
Awanazstyle Sdn Bhd, the researcher identified several negative feedback that might lead to customer satisfaction. This study used a quantitative research
method with a purposive sampling method, yielding 118 samples respondents, which consisted of only the customers of Awanazstyle Sdn. Bhd. Multiple
regression analysis were applied in this research to determine the relationship between the factors that influenced customer satisfaction among the customers
of Awanazstyle Sdn. Bhd. The findings of this investigation indicated that the specific aforementioned four (4) factors influence customer satisfaction except
for customer experience with staff service in the online shopping setting through Facebook.
Keywords: Customer Experience with Shopping Environment, Customer Experience with Staff Service, Customer Experience with Shopping Procedure,
Product Experience, Customer Satisfaction

■ 1.0 INTRODUCTION

The Internet is now applicable to every economic activity (Ma et al., 2020). Searching for information regarding a product or purchasing
them The Internet is now applicable to every economic activity (Ma et al., 2020). Searching for information regarding a product or purchasing
them through the online platform has become the standard norms (TNS Interactive, 2002). The global increase in the Internet usage has
resulted in a new consumer behaviour phenomenon, with the customers' interests switching to online shopping (Naseri et al., 2021).
Modernization has forced many industries to adapt to the current trend of customer buying behaviour. The fashion industry is one of the most
dynamic industries with high growth rate (Gazolla et. al., 2020). Many fashion brands, such as Zara, H&M, Uniqlo, and other well- known
brands, have already established their own website and app-based retailing services.

The constraint of movement during the COVID-19 pandemic in Malaysia due to the Movement Restriction Order (MCO) imposed by the
Government of Malaysia has led to increased online purchasing activities. The Department of Statistics Malaysia reported through the
Malaysia Economic Performance for First Quarter 2021 that the postal and courier recorded a double-digit growth because of the increase
in online shopping during MCO 2.0. Statista (2021) surveyed the Malaysian online shopping behaviour in 2020 and found that 90 per cent
of respondents preferred e-commerce as the platform to shop online, followed by social media (31 per cent) and brand's website or online
specialty stores (19 per cent). Therefore, the primary purpose of this study was to explore factors influencing customer satisfaction when
purchasing online.

■ 1.1 BACKGROUND OF THE PROBLEM

Consumers are increasingly turning to the Internet to buy products and services, to acquire product information, and even to browse for
fun (Karim, 2013). Online shopping refers to the act of making a purchase through the Internet by utilising a device, such as a laptop,
computer, or smartphone to complete the transaction. To engage in online purchasing, one must first get familiar with the Internet (Lissitsa
& Kol, 2016). In an online purchase, the consumer must have an access to the Internet as well as a legitimate form of payment on hand
(Sunitha, C K , & Gnanadhas, 2014). Consumers may profit from the ease, variety, and cheap prices offered by online shopping. They may
also benefit from the personalised attention and quick access to information offered (Antonijevic et al., 2014).

As a result of the Covid-19 virus, which has spread all over the globe, Internet buying has emerged as the new standard for consumers.
As a result, people have begun to gravitate toward e-commerce methods, which are widely regarded as the only way by which the nation's
population will be able to survive the current pandemic crisis (Hasanat et al., 2020). Malaysia had to shut practically all industries during the
initial phase of the pandemic, with the exception of supermarkets, public markets, food shops, and businesses that sold essential commodities
as a result of the Movement Control Order (MCO), which was in effect during this period (Tang, 2020).

When it comes to online shopping, there are a variety of elements that might impact customer satisfaction. Consumers' demographics
might determine whether they are satisfied or dissatisfied with purchases. The customer satisfaction is a key factor in determining a company's
ability to provide pleasure for its customers. To express their feelings, online customers are more likely to make public comments or to

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