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430 Qayum & Mazilah (2021)

As a result, according to the findings of this research, the customer experience with the online shopping environment has a significant
positive beneficial impact on customer satisfaction with Awanazstyle Sdn. Bhd. products. This may be because customers are more likely to
favour an online shopping environment that is visually appealing. The shopping platform may not be successful if it does not provide a
compelling feature that draws the customer's attention and encourages them to make a buy or even browse the complete goods or services.
Consumers may instantly appraise a company's trustworthiness and dependability based on the shopping platform, which represents the
image of the business. It is necessary for the shopping website’s owner who intends to attract more online shoppers to consider ways to make
the online shopping environment more appealing (Lin & Sun, 2009).

The findings indicated that the customer satisfaction was negatively impacted by the customer experience with staff service, indicating
that there was no statistically significant relationship. Hence, there was no substantial effect of customer experience with staff service on
customer satisfaction. This is because, the results revealed that the p-value was 0.301, which exceeded p>0.1, and the value of β = 0.098,
which was not acceptable.

This finding is in contrast to a prior research done by Pei et al. (2020), who discovered that the customer's experience with staff service
had substantial influence on customer satisfaction. Consumers and business representatives must engage with one another throughout the
process of buying via an online platform. However in this situation, there was not enough required interactions. This may be influenced by
the fact that the buyers simply need to choose the item that they want and notify the staff through Facebook Messenger or WhatsApp to
finish the purchase. The presence of an auto-reply function in each application shows that users have little to no opportunity to connect
directly with the company's employees. The use of auto-reply and rapid response features to the greatest extent possible might assist
consumers in responding to orders or dealing with complaints that arise promptly (Haq Junaidi & Sabar, 2019).

However, there have been instances when the auto-reply does not appropriately answer the buyer's inquiry, resulting in the consumers
becoming dissatisfied. In the context of Awanazstyle Sdn. Bhd., the respondents might feel that it is not enough to satisfy their enquiry.
Customers have an active part in the notion of staff service while the staff takes on the role of problem-solving, assisting consumers in
obtaining information prior to purchase, and dealing with technical issues as well as product returns and exchanges (Pei et al., 2020). If this
is not fulfilled, it will have an adverse effect on consumer satisfaction.

The relationship between customer experience with shopping procedures and customer satisfaction has been shown to be positive. This is
because, H3 had a p-value of 0.066, which was p<0.01, and β = 0.197, which was acceptable.

Customer satisfaction is influenced by the customer's experience with shopping procedures; thus, the more pleasant the customer's
experience with shopping procedures, the greater the degree of customer satisfaction. The shopping method must be as efficient as necessary
to achieve the maximum customer satisfaction, and the efficiency of a store's operation influences the store's competitiveness (Artusi et al.,
2020). The ease that online shopping provides throughout the purchasing process is one of the primary reasons why most people choose to
purchase online (UPS- United Parcel Service of America, 2013). Thus, the clients of Awanazstyle Sdn. Bhd. seems to be satisfied with the
shopping procedure.

Perhaps through online shopping, customers are more satisfied since they have access to product information and convenient process. This
is supported by Jiang & Rosenbloom (2005), who stated that e-retailers who provided detailed product information enjoyed higher levels of
positive customer satisfaction. Pham and Ahammad (2017) also reported that website that was easy to use would make customers happy
when shopping on the Internet.

Customer experience with a product has a significant beneficial impact on customer satisfaction according to this research. This is shown
by the significant result of H4, which states that customer experience with a product has a significant impact on customer satisfaction. The
findings showed that the p-value was 0.000, which was less than the 0.001 threshold, and that the β value was 0.456, which was within
acceptable boundaries. Customer satisfaction is linked to the customer's experience with the product, and this result is consistent with the
results by Pei et al. (2020). Product experience is a product's ability to accomplish its tasks, which include product performance, durability,
dependability, accuracy, ease of use and maintenance, and other important characteristics (Susanti & Jasmani, 2020).

The customers' experiences with Awanazstyle Sdn. Bhd. products were statistically significant and positive, influencing their satisfaction.
Product experience is important to customers because it allows them to determine whether or not the values are in accordance with the price
that they have paid. Customer dissatisfaction will result if the firm fails to provide the product values in a condition that corresponds to the
statement described in the product description. In accordance with the findings of this study, the customer of Awanazstyle Sdn. Bhd. seem
to be pleased with the goods purchased through the Internet platform. Understanding the relationship between quality and customer
satisfaction has offered some insights into evaluating the levels of satisfaction for the whole product experience (Mumtaz et al., 2011).
Product experience does, in fact, have a relationship with customer satisfaction, with the greater the degree of product experience being
associated with the higher level of customer satisfaction.

This study gives practical recommendations for retailers in order to raise their level of customer satisfaction, particularly for small and
medium-sized enterprises (SMEs). In accordance with the results of the study, the customer's experience with the product has the greatest
impact on their overall satisfaction. For this reason, Awanazstyle Sdn. Bhd should strive to improve the consistency and quality of their
products to improve the overall customer experience. As opposed to wasting money on something that will not contribute to growing
customer satisfaction, improving the products will assure improved customer satisfaction and eventually result in an increase in the number
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