Improving Customer Satisfaction in E-commerce: A Survey among Generation Z in Malaysia

  • Wong Min Wei UCSI University
  • Leow Lee Yi UCSI University
  • Mohd Remie Mohd Johan UCSI University
  • Noor Zira Azlin Md Zaki
  • Shao Zhucheng Heriot-Watt University


This study focuses on the issue of improving customer satisfaction in e-commerce platforms in Malaysia through the relationship between price, security, product quality, and delivery service. The issue is due to high consumer dissatisfaction with the e-commerce business platform, resulting in low customer satisfaction. Customers' satisfaction behaviour toward an e-commerce platform can be impacted by their usage of e-commerce websites, resulting in goals being accepted and satisfied. This study targeted to improve satisfaction among generation Z customers in Malaysia through convenience sampling. As a result, in this study, 384 Malaysian generation Z customers were chosen. This study used a self- administered questionnaire for the data collection. Data were analyzed using the normality test, reliability test, and Pearson's correlation coefficient analysis. The result found that price, security, quality, and delivery service in e-commerce platforms positively contribute to generation Z satisfaction. The result contributes valuable insight into business performance in the growing e-commerce platform.


Ansary, Aprameya, A. (2021, May 24). Ecommerce in Malaysia: Growth, Trends & Opportunities. Capillary Blog.
Baker, K. Y. R. A. (2021). Want to save more? stop shopping in stores. The Balance. Retrieved November 23, 2021, from
Barry, M., & Carris, B. (2020). Facts + Statistics: Identity theft and cybercrime. Insurance Information Institute.
Biesok, G., & Wyrod-Wrobel, J. (2011). Customer Satisfaction: Meaning and Methods of Measuring. In G. Biesok, & J. Wyrod-Wrobel (Eds.), Marketing and Logistic Problems in the Management of Organization (pp. 23-41).
Cardona, L., (2019). 9 ways to make customers feel safe purchasing online. Cyberclick. Retrieved November 23, 2019, from
Cebeci, S. E., Nari, K., & Ozdemir, E. (2022). Secure E-commerce scheme. IEEE Access, 10, 10359–10370.
Claessens, M. (2020, March 21). What is a Price? – Definition of Price. Marketing-Insider.
Daniel, G., (2021). 6 ways to improve ecommerce customer satisfaction. 121eCommerce. Retrieved November 23, 2021, from
Danish, A., Mohammad, A., & Hazrat , B. (2021, March 1). The Influence of Service Quality, Price and Environment on Customer Loyalty in the Restaurant's Industry: The Mediating Role of Customer Satisfaction. Journal of Accounting and Finance in Emerging Economies.
Gajewska, T., Zimon, D., Kaczor, G., & Madzík, P. (2019). The impact of the level of customer satisfaction on the quality of e-commerce services. International Journal of Productivity and Performance Management, 69(4), 666–684.
Jain, M. (2016, August 30). Product quality: Definition, characteristics and importance. Your Article Library. Retrieved December 5, 2021, from
Kesh, S., Ramanujan, S., & Nerur, S. (2002). A framework for analyzing e‐commerce security. Information Management & Computer Security, 10(4), 149–158.
Kenny. (2019, May 28). The importance of delivery service for businesses. ARRIIVAL.
Lai, A. (2022, March 26). Change of trend towards online transactions as more complaints surfaced, says PM. The Star. Retrieved January 9, 2023, from
Machleit, K. A., & Mantel, S. P. (2001). Emotional response and shopping satisfaction. Journal of Business Research, 54(2), 97–106.
Madiistriyatno, H., & Nurzaman, F. (2020, November 2). The Impact of Product Quality and Price on Consumer Satisfaction of PD Jamu Seduh Utama Pamanukan. International Journal of Progressive Sciences and Technologies.
Mohd Johan, M. R., Md. Syed, M. A., & Mohd Adnan, H. (2022). Digital Media and online buying considerations among generation Z in Malaysia. Jurnal Intelek, 17(1), 164.
Nathan, L. (2021). Complaints on online transactions rise 112.5% - The Malaysian Reserve. The Malay Reserve. Retrieved January 9, 2023, from
Quain, S. (2019, February 12). Why Is Quality Important for a Business? Small Business - Chron.Com.
Razzak, S. (2020, May 10). Ecommerce Security and Protection Plan for Your Online Store (2021). Cloudways.
Reyhle, N. L. (2019, August 7). The importance of delivery service in e-commerce. Retail Minded. Retrieved November 23, 2021, from
Rita, P., Oliveira, T., & Farisa, A. (2019). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon.
Tram, N. (2020, September 10). Shopping Online: Common Problems Faced by Customers. Mage Solutions.
Tran, H. N., & Nguyen, M. D. (2020, April 17). Customer perception toward electronic commerce systems in Vietnam. Management Science Letters.
Vasić, N., Kilibarda, M., & Kaurin, T. (2019, February 14). The Influence of Online Shopping Determinants on Customer Satisfaction in the Serbian Market. Journal of theoretical and applied electronic commerce research.
Victor, C. (2022, October 21). MyCC won't hesitate taking action on problematic e-commerce platforms. Focus Malaysia. Retrieved January 9, 2023, from
Wantara, P., & Tambrin, M. (2019, September 1). The Effect of Price and Product Quality Towards Customer Satisfaction and Customer Loyalty on Madura Batik. Microsoft Word - Document5.
Yec. (2020, July 27). Council post: Four security measures to consider for your e-commerce website. Forbes. Retrieved December 5, 2021, from
Zeith. (2021). Price your product or service. Info. Retrieved January 10, 2023, from
How to Cite
MIN WEI, Wong et al. Improving Customer Satisfaction in E-commerce: A Survey among Generation Z in Malaysia. Jurnal Intelek, [S.l.], v. 18, n. 1, p. 144-154, jan. 2023. ISSN 2231-7716. Available at: <>. Date accessed: 22 sep. 2023. doi: