Page 46 - MARSIUM'21 COMP OF PAPER

FACTORS INFLUENCING CUSTOMER SATISFACTION: CASE STUDY OF

AWANAZSTYLE SDN. BHD.

Muhammad Abdulqayyum 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

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