The Strategies to Improve Customer Experience: A Case of Online Shopping Platform
Dublin Core
Title
The Strategies to Improve Customer Experience: A Case of Online Shopping Platform
Subject
Online Customer Experience, Website Design, Website Security, Customer Service, Malaysia
Description
Objective: The objective of this study is three-fold; 1) To analyze the current situation of online customer experience with the preferred online shopping platform among university students, 2) to examine the influence of website design, website security, and customer service towards online customer experience, and 3) To recommend strategies to improve online customer experience with the online shopping platform among university students. The theoretical basis applied in this study is Customer Experience Theory.
Design/Methods/Approach: Adopt the applied research method, information was accumulated through situational analysis before data collection via a survey questionnaire. The unit of analysis is individual university students in Selangor who have at least performed one transaction through an online shopping platform. The final sample size for this study is n=183. For data analysis, this study applied two strategic tools (SWOT Analysis & TOWS Matrix) and analyzed data using regression analysis.
Findings: Results shows that to sustain the e-commerce business, customer experience is an issue that must be taken seriously by any online platform provider. Among the factors that should be of concern to the platform providers are; website design, website security, and customer service. In this study, these factors were proven to have a significant positive influence on online customer experience.
Research Practical: This study focuses on three important variables: website design, website security, and customer service. The findings of this study can be used as guidelines for online platform providers to improve their online shop further. Besides, researchers also recommend strategic actions for online shopping platforms to improve online customer experience.
Originality: The value of this study is that researchers have examined the factors that influenced online customer experience and provided recommendations with nine strategies for online shopping platforms to improve their customers' online experience. The strategies are known as best-cost strategies, innovation strategies (live-streaming), improved website design features, improved website security, customer service KPIs, vertical integration strategies, non-equity strategic alliance, offensive strategies, and outsourcing strategies.
Design/Methods/Approach: Adopt the applied research method, information was accumulated through situational analysis before data collection via a survey questionnaire. The unit of analysis is individual university students in Selangor who have at least performed one transaction through an online shopping platform. The final sample size for this study is n=183. For data analysis, this study applied two strategic tools (SWOT Analysis & TOWS Matrix) and analyzed data using regression analysis.
Findings: Results shows that to sustain the e-commerce business, customer experience is an issue that must be taken seriously by any online platform provider. Among the factors that should be of concern to the platform providers are; website design, website security, and customer service. In this study, these factors were proven to have a significant positive influence on online customer experience.
Research Practical: This study focuses on three important variables: website design, website security, and customer service. The findings of this study can be used as guidelines for online platform providers to improve their online shop further. Besides, researchers also recommend strategic actions for online shopping platforms to improve online customer experience.
Originality: The value of this study is that researchers have examined the factors that influenced online customer experience and provided recommendations with nine strategies for online shopping platforms to improve their customers' online experience. The strategies are known as best-cost strategies, innovation strategies (live-streaming), improved website design features, improved website security, customer service KPIs, vertical integration strategies, non-equity strategic alliance, offensive strategies, and outsourcing strategies.
Creator
Wan Amiera Binti Wan Jusoh1, Muhammad Ilham Bin Sjahrir1,2, Nur Fatihah Shuhada Binti Hussin1,3, *Nor Irvoni Mohd Ishar1
Source
https://e-journal.unair.ac.id/jmtt
Date
December 2, 2022
Contributor
PERI IRAWAN
Format
PDF
Language
ENGLISH
Type
TEXT
Files
Collection
Citation
Wan Amiera Binti Wan Jusoh1, Muhammad Ilham Bin Sjahrir1,2, Nur Fatihah Shuhada Binti Hussin1,3, *Nor Irvoni Mohd Ishar1, “The Strategies to Improve Customer Experience: A Case of Online Shopping Platform,” Repository Horizon University Indonesia, accessed February 5, 2025, https://repository.horizon.ac.id/items/show/5601.