The Strategies to Improve Customer Experience: A Case of Online Shopping Platform
Downloads
Background: As the e-commerce industry has been growing recently, it is crucial to examine the factors of customer experience towards online shopping platforms. In this study, researchers aim to examine the influence of website design, website security, and customer service towards customer experience that has led to the preference of online shopping platform in Malaysia.
Purpose: The first objective of this study is to analyze the current situation of customer experience with the preferred online shopping platform among university students. Secondly, this study aims to examine the influence of website design, website security, and customer service towards customer experience. As for the third objective, this study aims to recommend strategies to improve customer experience with the online shopping platform among university students.
Design/Methodology/Approach: A total of 266 respondents have participated in this study. However, 83 respondents have no experience in using the online shopping platform (OSP), hence they did not fulfill the requirement. Therefore, only 183 sets of questionnaires were analyzed for the study.
Finding: The result shows that there are three factors: website design, website security and customer service identified to significantly influence customer experience.
Research Limitation: To understand customer online shopping experience, this study focuses at three factors: the website design, website security and customer service. Whilst the unit of analysis is only limited to university students as the respondents.
Originality/Value: The value of this study is researchers have examined the factors that influenced customer online experience and provide recommendations with nine strategies for online shopping platform to improve their customers' online experience. The strategies are known as best-cost strategies, innovation strategies (live-streaming), improve website design features, improve website security, improve customer service KPIs, vertical integration strategies, non-equity strategic alliance, offensive strategies, and outsourcing strategies.
Keywords: customer online experience, website design, website security, customer service, Malaysia.
Ageeva, E., Melewar, T. C., Foroudi, P., & Dennis, C. (2019). Evaluating the factors of corporate website favorability: a case of UK and Russia. Qualitative Market Research, 22(5), 687–715. https://doi.org/10.1108/QMR-09-2017-0122
Ajmera, P. (2017). Ranking the strategies for Indian medical tourism sector through the integration of SWOT analysis and TOPSIS method. International Journal of Health Care Quality Assurance, 30(8), 668–679. https://doi.org/10.1108/IJHCQA-05-2016-0073
Ali, M. Y., Naeem, S. Bin, Bhatti, R., & Richardson, J. (2022). Artificial intelligence application in university libraries of Pakistan: SWOT analysis and implications. Global Knowledge, Memory and Communication. https://doi.org/10.1108/GKMC-12-2021-0203
Austrade. (2020). E-COMMERCE IN MALAYSIA: A Guide to Australian Business. Australian Government, 4.0, 1–32. www.austrade.gov.au
Aziz, D., Mustafa Mohd Shahrulnizam Abu Hassan Mohamad Dhiyauddin Abd Aziz, Z., Teknologi Mara Shah Alam, U., & dzunahu, S. (2016). E-Commerce Challenges and Solutions Evaluating the Usefulness and the Ease of Use of Rental Property Management Apps in Malaysia View project E-Commerce Challenges and Solutions. https://www.researchgate.net/publication/304621797
Basset, M. A., & Mohamed, M. (2018). An integrated neutrosophic AHP and SWOT method for strategic planning methodology selection. https://doi.org/10.1108/BIJ-08-2017-0232
Becker, L., & Jaakkola, E. (2020). Customer experience: fundamental premises and implications for research. In Journal of the Academy of Marketing Science (Vol. 48, Issue 4, pp. 630–648). Springer. https://doi.org/10.1007/s11747-019-00718-x
Behare, N., Waghulkar, S., & Shah, S. A. (2018). A Theoretical Perspective on Customer Experience (CX) in Digital Business Strategy. Proceedings of the 2018 3rd IEEE International Conference on Research in Intelligent and Computing in Engineering, RICE 2018, August 2018. https://doi.org/10.1109/RICE.2018.8509079
Benzaghta, M. A., Elwalda, A., Mousa, M., Erkan, I., & Rahman, M. (2021). SWOT analysis applications: An integrative literature review. Journal of Global Business Insights, 6(1), 55–73. https://doi.org/10.5038/2640-6489.6.1.1148
Bhatnagar, A., Sinha, A. P., & Sen, A. (2019). Role of navigational ability in website visit duration. European Journal of Marketing, 53(5), 972–988. https://doi.org/10.1108/EJM-10-2017-0719
Büyüközkan, G., & Ilıcak, Ö. (2019). Integrated SWOT analysis with multiple preference relations: Selection of strategic factors for social media. Kybernetes, 48(3), 451–470. https://doi.org/10.1108/K-12-2017-0512
Camilleri, M. A. (2022). E-commerce websites, consumer order fulfillment and after-sales service satisfaction: the customer is always right, even after the shopping cart check-out. Journal of Strategy and Management, 15(3), 377–396. https://doi.org/10.1108/JSMA-02-2021-0045
Cao, Y., Ajjan, H., & Hong, P. (2018). Post-purchase shipping and customer service experiences in online shopping and their impact on customer satisfaction: An empirical study with comparison. Asia Pacific Journal of Marketing and Logistics, 30(2), 400–416. https://doi.org/10.1108/APJML-04-2017-0071
Celuch, K. (2021). Customers' experience of purchasing event tickets: mining online reviews based on topic modeling and sentiment analysis. International Journal of Event and Festival Management, 12(1), 36–50. https://doi.org/10.1108/IJEFM-06-2020-0034
Chen, C. Der, Ku, E. C. S., & Yeh, C. C. (2019). Increasing rates of impulsive online shopping on tourism websites. Internet Research, 29(4), 900–920. https://doi.org/10.1108/INTR-03-2017-0102
Chen, Z., Ling, K. C., Ying, G. X., & Meng, T. C. (2012). Antecedents of Online customer satisfaction in China. In International Business Management (Vol. 6, Issue 2, pp. 168–175). https://doi.org/10.3923/ibm.2012.168.175
Dang, V. T., & Pham, T. L. (2018). An empirical investigation of consumer perceptions of online shopping in an emerging economy: Adoption theory perspective. Asia Pacific Journal of Marketing and Logistics, 30(4), 952–971. https://doi.org/10.1108/APJML-01-2018-0038
Daroch, B., Nagrath, G., & Gupta, A. (2021). A study on factors limiting online shopping behaviour of consumers. Rajagiri Management Journal, 15(1), 39–52. https://doi.org/10.1108/ramj-07-2020-0038
Dewanto, D. (2022). Research in Business & Social Science TOWS matrix as business strategy of BP . Tapera. 11(7), 62–77.
Deyalage, P. A., & Kulathunga, D. (2019). Factors Affecting Online Customer Satisfaction: The Sri Lankan Perspective. International Journal of Business and Management, 14(2), 99. https://doi.org/10.5539/ijbm.v14n2p99
Ehsani, F., & Hosseini, M. (2021). Investigation to determine elements influencing customer's satisfaction in the B2C electronic retailing marketplaces. EuroMed Journal of Business. https://doi.org/10.1108/EMJB-08-2021-0121
Fares, N., & Lloret, J. (2022). An integrated SWOT-AHP-fuzzy TOPSIS approach for maturity management following the COVID-19 outbreak: lessons learned from fast fashion. Journal of Global Operations and Strategic Sourcing. https://doi.org/10.1108/JGOSS-09-2021-0072
Gajewska, T., Zimon, D., Kaczor, G., & Madzík, P. (2020). 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. https://doi.org/10.1108/IJPPM-01-2019-0018
Grewal, D., & Roggeveen, A. L. (2020). Understanding Retail Experiences and Customer Journey Management. Journal of Retailing, 96(1), 3–8. https://doi.org/10.1016/j.jretai.2020.02.002
Hairuddin, H., Abu Seman, S. A., & Mohamad Mozie, N. (2019). Customers' Satisfaction on the Quality of E-Commerce. Advances in Business Research International Journal, 5(3), 1. https://doi.org/10.24191/abrij.v5i3.9965
Harris, S. Y. (2018). SWOT analysis of Jamaican academic libraries in higher education. Library Management, 39(3–4), 246–278. https://doi.org/10.1108/LM-07-2017-0068
Helms, M. M., & Nixon, J. (2010). Exploring SWOT analysis – where are we now?: A review of academic research from the last decade. In Journal of Strategy and Management (Vol. 3, Issue 3). https://doi.org/10.1108/17554251011064837
Izogo, E. E., & Jayawardhena, C. (2018). Online shopping experience in an emerging e-retailing market. Journal of Research in Interactive Marketing, 12(2), 193–214. https://doi.org/10.1108/JRIM-02-2017-0015
Jain, R., Aagja, J., & Bagdare, S. (2017). Customer experience – a review and research agenda. In Journal of Service Theory and Practice (Vol. 27, Issue 3, pp. 642–662). Emerald Group Publishing Ltd. https://doi.org/10.1108/JSTP-03-2015-0064
Jain, V., Malviya, B., & Arya, S. (2021). An Overview of Electronic Commerce (e-Commerce). Journal of Contemporary Issues in Business and Government, 27(3). https://doi.org/10.47750/cibg.2021.27.03.090
Jeon, M. M., & Jeong, M. (2017). Customers' perceived website service quality and its effects on e-loyalty. International Journal of Contemporary Hospitality Management, 29(1), 438–457. https://doi.org/10.1108/IJCHM-02-2015-0054
Kaabachi, S., Ben Mrad, S., & Fiedler, A. (2020). The moderating effect of e-bank structure on French consumers' trust. International Journal of Bank Marketing, 38(2), 501–528. https://doi.org/10.1108/IJBM-04-2019-0119
Kaňovská, L. (2010). Customer services - a part of market orientation. Economics and Management, 15(January 2010), 562–565.
Khaba, S., & Bhar, C. (2017). Quantifying SWOT analysis for the Indian coal mining industry using Fuzzy DEMATEL. Benchmarking, 24(4), 882–902. https://doi.org/10.1108/BIJ-06-2016-0089
Khotimah, K., & Afif, N. C. (2016). DEVELOPING CUSTOMER EXPERIENCE MODEL TO INCREASE EMOTIONAL BRAND.
Khrouf, L., & Frikha, A. (2021). Websites' hue-context congruence as a vector of trust and behavioral intentions. International Journal of Emerging Markets. https://doi.org/10.1108/IJOEM-05-2020-0474
Kim, J. H. (2019). Imperative challenge for luxury brands: Generation Y consumers' perceptions of luxury fashion brands' e-commerce sites. International Journal of Retail and Distribution Management, 47(2), 220–244. https://doi.org/10.1108/IJRDM-06-2017-0128
Kim, J. J., Lee, J. S., & Han, H. (2022). Tangible and intangible hotel in-room amenities in shaping customer experience and the consequences in the with-corona era. International Journal of Contemporary Hospitality Management. https://doi.org/10.1108/IJCHM-01-2022-0014
Kim, J., Jin, B., & Swinney, J. L. (2009). The role of etail quality, e-satisfaction and e-trust in online loyalty development process. Journal of Retailing and Consumer Services, 16(4), 239–247. https://doi.org/10.1016/j.jretconser.2008.11.019
Krasonikolakis, I., Vrechopoulos, A., Pouloudi, A., & Dimitriadis, S. (2018). Store layout effects on consumer behavior in 3D online stores. European Journal of Marketing, 52(5–6), 1223–1256. https://doi.org/10.1108/EJM-03-2015-0183
Kumar, A., & Anjaly, B. (2017). How to measure post-purchase customer experience in online retailing? A scale development study. International Journal of Retail and Distribution Management, 45(12), 1277–1297. https://doi.org/10.1108/IJRDM-01-2017-0002
Lee, S. F., & Sai on ko, A. (2000). Building balanced scorecard with SWOT analysis, and implementing "Sun Tzu's The Art of Business Management Strategies" on QFD methodology. Managerial Auditing Journal, 15, 68–76. https://doi.org/10.1108/02686900010304669
Lekh, R. (2016). Customer Preferences towards Online Shopping. In Asian J. Adv. Basic Sci (Vol. 4, Issue 2). www.ajabs.org
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Liu, F., Xiao, B., Lim, E. T. K., & Tan, C. W. (2017). The art of appeal in electronic commerce: Understanding the impact of product and website quality on online purchases. Internet Research, 27(4), 752–771. https://doi.org/10.1108/IntR-09-2016-0280
Longstreet, P., Brooks, S., Featherman, M., & Loiacono, E. (2022). Evaluating website quality: which decision criteria do consumers use to evaluate website quality? Information Technology and People, 35(4), 1271–1297. https://doi.org/10.1108/ITP-05-2020-0328
Maditinos, D. I., & Theodoridis, K. (2010). Satisfaction determinants in the Greek online shopping context. Information Technology and People, 23(4), 312–329. https://doi.org/10.1108/09593841011087789
Majchrzak-Lepczyk, J., & BlaÅ¡ková, M. (2019). Value for the Customer in the Logistics Service of E-commerce. November, 223–239. https://doi.org/10.1007/978-3-319-91668-2_12
Majekodunmi S. (2021). An overview of SWOT analysis theory as a strategic management instrument. Hallmark University Journal of Management and Social Sciences, 3(1). https://www.researchgate.net/publication/352879297
Malaysia, I. (2022). Press Release: E-commerce Landscape in a Reopened Economy. June, 1–8.
Mbama, C. I., & Ezepue, P. O. (2018). Digital banking, customer experience and bank financial performance: UK customers' perceptions. International Journal of Bank Marketing, 36(2), 230–255. https://doi.org/10.1108/IJBM-11-2016-0181
McLean, G. J. (2017). Investigating the online customer experience – a B2B perspective. Marketing Intelligence and Planning, 35(5), 657–672. https://doi.org/10.1108/MIP-12-2016-0222
Memon, M. A., Ting, H., Cheah, J.-H., Thurasamy, R., Chuah, F., & Cham, T. H. (2020). Sample Size for Survey Research: Review and Recommendations. Journal of Applied Structural Equation Modeling, 4(2), i–xx. https://doi.org/10.47263/jasem.4(2)01
Mengen, R., Ramli, M. S., Ayob, N. H., & Roslan, Z. N. (2021). The Influence of E-Service Quality Toward Online Shopping Behaviour Amongst UiTM Students in Malaysia. International Journal of Academic Research in Business and Social Sciences, 11(10). https://doi.org/10.6007/ijarbss/v11-i10/10192
Musa, S. F. P. D., & Basir, K. H. (2021). Smart farming: towards a sustainable agri-food system. British Food Journal, 123(9), 3085–3099. https://doi.org/10.1108/BFJ-03-2021-0325
Nur, A., Rozmi, A., Nordin, A., Izhar, M., & Bakar, A. (2018). The Perception of ICT Adoption in Small Medium Enterprise: A SWOT Analysis. International Journal of Innovation and Business Strategy (IJIBS), 9(1), 69–79.
Olsson, J., Hellström, D., & Vakulenko, Y. (2022). Customer experience dimensions in last-mile delivery: an empirical study on unattended home delivery. International Journal of Physical Distribution & Logistics Management. https://doi.org/10.1108/ijpdlm-12-2021-0517
Palmer, A. (2010). Customer experience management: A critical review of an emerging idea. Journal of Services Marketing, 24(3), 196–208. https://doi.org/10.1108/08876041011040604
Rahimian, S., ShamiZanjani, M., Manian, A., & Esfidani, M. R. (2020). A framework of customer experience management for hotel industry. International Journal of Contemporary Hospitality Management, 33(5), 1413–1436. https://doi.org/10.1108/IJCHM-06-2020-0522
Rahman, S. M., Carlson, J., & Chowdhury, N. H. (2022). SafeCX: a framework for safe customer experience in omnichannel retailing. Journal of Services Marketing, 36(4), 499–529. https://doi.org/10.1108/JSM-04-2021-0114
Raman, P. (2019). Understanding female consumers' intention to shop online: The role of trust, convenience and customer service. Asia Pacific Journal of Marketing and Logistics, 31(4), 1138–1160. https://doi.org/10.1108/APJML-10-2018-0396
Revinova, S. (2021). E-commerce effects for the sustainable development goals. SHS Web of Conferences, 114, 01013. https://doi.org/10.1051/shsconf/202111401013
Rose, S., Clark, M., Samouel, P., & Hair, N. (2012). Online Customer Experience in e-Retailing: An empirical model of Antecedents and Outcomes. Journal of Retailing, 88(2), 308–322. https://doi.org/10.1016/j.jretai.2012.03.001
Sánchez-Torres, J. A., Canada, F. J. A., Sandoval, A. V., & Alzate, J. A. S. (2018). E-banking in Colombia: factors favouring its acceptance, online trust and government support. International Journal of Bank Marketing, 36(1), 170–183. https://doi.org/10.1108/IJBM-10-2016-0145
Sanyala, S., & Hisamb, M. W. (2019). Factors Affecting Customer Satisfaction with Ecommerce Websites - An Omani Perspective. Proceeding of 2019 International Conference on Digitization: Landscaping Artificial Intelligence, ICD 2019, September, 232–236. https://doi.org/10.1109/ICD47981.2019.9105780
Schmitt, B., JoÅ¡ko Brakus, J., & Zarantonello, L. (2015). From experiential psychology to consumer experience. Journal of Consumer Psychology, 25(1), 166–171. https://doi.org/10.1016/j.jcps.2014.09.001
Sciberras, C. (2019). Applying a SWOT analysis to inform educational provision of learners on the autism spectrum. Advances in Autism, 5(4), 226–230. https://doi.org/10.1108/AIA-03-2018-0011
Shanthi, R., & Kannaiah, D. (2015). Consumers' Perception on Online Shopping. Journal of Marketing and Consumer Research, 27, 30–34. www.iiste.org
Sharma, G., & Lijuan, W. (2015). The effects of online service quality of e-commerce Websites on user satisfaction. Electronic Library, 33(3), 468–485. https://doi.org/10.1108/EL-10-2013-0193
Sharma, H., & Aggarwal, A. G. (2019). Finding determinants of e-commerce success: a PLS-SEM approach. Journal of Advances in Management Research, 16(4), 453–471. https://doi.org/10.1108/JAMR-08-2018-0074
Shavitt, S., & Barnes, A. J. (2020). Culture and the Consumer Journey. Journal of Retailing, 96(1), 40–54. https://doi.org/10.1016/j.jretai.2019.11.009
Shukla, M., Jain, V., & Misra, R. (2022). Factors influencing smartphone based online shopping: an empirical study of young Women shoppers. Asia Pacific Journal of Marketing and Logistics, 34(5), 1060–1077. https://doi.org/10.1108/APJML-01-2021-0042
Sindhu, P., & Bharti, K. (2020). Mapping customer experience: a taxonomical study using bibliometric visualization. In VINE Journal of Information and Knowledge Management Systems (Vol. 51, Issue 4, pp. 592–617). Emerald Group Holdings Ltd. https://doi.org/10.1108/VJIKMS-11-2019-0178
Singh, A., Rana, N. P., & Parayitam, S. (2022). Role of social currency in customer experience and co-creation intention in online travel agencies: Moderation of attitude and subjective norms. International Journal of Information Management Data Insights, 2(2), 100114. https://doi.org/10.1016/j.jjimei.2022.100114
Singh, R., & Söderlund, M. (2020). Extending the experience construct: an examination of online grocery shopping. European Journal of Marketing, 54(10), 2419–2446. https://doi.org/10.1108/EJM-06-2019-0536
Soni, P. (2021). Web-store image dimensions and online retail customer loyalty: investigating mediators and moderators. American Journal of Business, 36(1), 20–34. https://doi.org/10.1108/ajb-08-2020-0133
Srivastava, A., & Thaichon, P. (2022). What motivates consumers to be in line with online shopping?: a systematic literature review and discussion of future research perspectives. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-10-2021-0777
Stoian Bobalca, C., Å¢ugulea, O., Ifrim, M., & Maha, L. G. (2021). Analysing the predictors of the young buyers' satisfaction in the e-retailing apparel sector. International Journal of Retail and Distribution Management, 49(12), 1597–1620. https://doi.org/10.1108/IJRDM-08-2020-0302
Taber, K. S. (2018). The Use of Cronbach's Alpha When Developing and Reporting Research Instruments in Science Education. Research in Science Education, 48(6), 1273–1296. https://doi.org/10.1007/s11165-016-9602-2
Taherdoost, H. (2018). Validity and Reliability of the Research Instrument; How to Test the Validation of a Questionnaire/Survey in a Research. SSRN Electronic Journal, September. https://doi.org/10.2139/ssrn.3205040
Tandon, U., Kiran, R., & Sah, A. (2017). Analyzing customer satisfaction: users perspective towards online shopping. Nankai Business Review International, 8(3), 266–288. https://doi.org/10.1108/NBRI-04-2016-0012
Thiradathanapattaradecha, T., Chaisricharoen, R., & Yooyativong, T. (2018). Measuring the Competitiveness of Ecommerce by the MCIM Modeling Indicator. International Journal of Applied Engineering Research, 13(6), 3389–3395.
Waqas, M., Hamzah, Z. L. B., & Salleh, N. A. M. (2021). Customer experience: a systematic literature review and consumer culture theory-based conceptualisation. Management Review Quarterly, 71(1), 135–176. https://doi.org/10.1007/s11301-020-00182-w
WEREDA, W., & GRZYBOWSKA, M. (2016). Customer Experience – Does It Matter? Modern Management Review, December 2016. https://doi.org/10.7862/rz.2016.mmr.35
Wu, Y. (2020). The Marketing Strategies of IKEA in China Using Tools of PESTEL, Five Forces Model and SWOT Analysis. 403(Iafsm 2019), 348–355. https://doi.org/10.2991/assehr.k.200207.054
Yang, Y., Sun, X., & Wang, J. (2019). The value of reputation in electronic marketplaces: A moderating role of customer experience. Journal of Research in Interactive Marketing, 13(4), 578–601. https://doi.org/10.1108/JRIM-11-2018-0151
Yang, Z., & Babapour, H. (2022). Critical variables for assessing the effectiveness of electronic customer relationship management systems in online shopping. Kybernetes. https://doi.org/10.1108/K-10-2021-0952
Copyright (c) 2022 Wan Amiera Wan Jusoh, Nor Irvoni Mohd Ishar, Muhammad Ilham Sjahrir, Nur Fatihah Shuhada Hussin
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. The author(s) hold the copyright of the article without restrictions.
2. The author(s) retain publishing rights without restrictions
3. The legal formal aspect of journal publication accessibility refers to Creative Commons Attribution (CC BY).