Page 127 - FREN-C2021 PROCEEDINGS

E-SERVICE QUALITY SATISFACTION: A SURVEY AMONG E-
CUSTOMERS IN MALAYSIA

1
2
4
3*
Tan Wai Leng , Tan Sook Yeng , Mohd Remie Mohd Johan Md Azalanshah Md Syed
Hamedi Mohd Adnan 5

1,2,3 Faculty of Business and Management
UCSI University, No 1, Jalan Menara Gading, UCSI Height (Taman Connaught), 56000, Cheras, Kuala Lumpur

3,4,5 Department of Media and Communication Studies
Faculty of Arts and Social Sciences
University of Malaya, 50603, Kuala Lumpur

* Corresponding author: remiejohan@yahoo.com

Abstract
In a globalized world, online sellers can’t only depend on product quality but also the quality of the
service they offer to deal with the business competition. This paper aims to examine the determinants
of e-service quality towards e-customer satisfaction in Malaysia. Thus, online sellers are obligated to
fulfil the need to create significant e-satisfaction among the customers. This paper utilized an online
questionnaire distribution and was analyzed with multiple regression analysis to find the causal effect
of numerous variables. The result found that information quality, product quality, and security have a
significant relationship with e-customer satisfaction. This paper also reveals the different levels of
relationship, which shown that Information Quality (IQ) has the strongest relationship with the E-
Customer Satisfaction (E-CS), while Security (S) has the weakest relationship with the E-Customer
Satisfaction (E-CS). Lastly, limitations related to this research were identified and implications for
additional research were suggested.

Keywords: e-service quality, e-customer satisfaction, information quality, product quality, security

Introduction
Technology has evolved effectively and there has been a huge shift in media where customers
intuitively use social media to search for information on various products and services instead of old
ways such as television, radio, magazines, etc. (Schivinski & Dabrowski, 2014). The internet has
changed into online buying behaviour, communication and human engagement for customers since its
birth and development. The Internet leads to an increase in social media and marketing tactics that
enable organizations and companies to sell their services and products online to reach clients
regardless of time or distance.

Social media has therefore become an increasingly recognizable medium used in eCommerce to
market and supply existing and future clients with resources. In addition, the social network is known
as a virtual network site where people may speak, share their opinions and interests or join forces.
According to Safko and Brake (2009), social media is a phrase that refers to the actions, practices and
behaviour of people's networks that gather online to share their experiences and opinions in the media.
Due to its varied advantages, it is not possible to overlook the importance of web-based social
networks for trade improvement both universally and locally.

YouTube was the most powerful social media site with 93% of all social media platforms, followed by
WhatsApp and Facebook, both representing 91%. While 70% of Instagram's was also one of the top
five social media networks with the highest activity. As new channels for the salesmen to run
businesses and for customers to buy things instead of visiting physical stores Instagram, WeChat, and
other social media platforms have evolved. The most active social media platforms in Malaysia are

[122]