The FamilyMart Experience: Key Drivers of Customer Satisfaction in Malaysia’s Convenience Retail Sector

Ng Wei Chien; Yap Hui Ling; Xu Ke; Xu Menghan; Xu Sitong; Divya Chandrakant Pai; Daisy Mui Hung Kee

doi:10.32535/apjme.v9i2.4746

The FamilyMart Experience: Key Drivers of Customer Satisfaction in Malaysia’s Convenience Retail Sector

Ng Wei Chien, Yap Hui Ling, Xu Ke, Xu Menghan, Xu Sitong, Divya Chandrakant Pai, Daisy Mui Hung Kee

Abstract

FamilyMart, a Japanese convenience store franchise in Malaysia since 2016, has quickly become a leading retailer offering Japanese-style food, beverages, and lifestyle products. This study aims to examine the key factors influencing customer satisfaction at FamilyMart Malaysia, focusing on customer experience. Data were collected from 152 customers via online surveys and analyzed with SPSS to test the hypotheses. The findings indicate that store atmosphere, convenience, and service quality have a significant positive impact on the FamilyMart customer experience in Malaysia. Additionally, both service quality and customer experience significantly enhance customer satisfaction. The results further demonstrate a positive relationship between customer experience and satisfaction, suggesting that improvements in the overall shopping experience directly contribute to higher satisfaction levels. These outcomes underscore the critical roles of store atmosphere, convenience, service quality, product quality, and customer experience in shaping customer perceptions and satisfaction within Malaysia’s convenience retail sector. The study concludes that enhancing customer experience boosts satisfaction, highlighting the need for FamilyMart to focus on staff training, consistent product quality, and strategic resource allocation to remain competitive in Malaysia’s retail market.

Keywords

Customer Experience, Customer Satisfaction, Customer Loyalty, Service Quality, Store Atmosphere, Product Quality, Convenience

Full Text:

PDF

References

Ahmad, D. K., Shaarani, L. H., & Ismadi, M. L. (2018). ENT600: Availability of fresh food at FamilyMart SS15 for customers’ satisfaction. Institutional Repository. 1-21

Animashaun, A., Tunkarimu, T., & Dastane, D. O. (2016). Customer perceived value towards convenience stores in Malaysia: the influence on customer satisfaction, loyalty and retention. Journal of Marketing and Consumer Behaviour in Emerging Markets, 2(4), 4-27

Bhowmick, A., & Seetharaman, A. (2023, March). Impact of product quality on customer satisfaction: A Systematic Literature Review. In Proceedings of the 2023 7th International Conference on Virtual and Augmented Reality Simulations (pp. 93-99). https://doi.org/10.1145/3603421.3603434

Cahaya, Y. F., Siswanti, I., Putra, Y. M., & Pattiwael, A. C. (2023). Contributions to Customer Satisfaction from Product Quality, Promotion and Price. Journal of Economics, Finance and Management Studies, 6(6), 2434-2440.

Chaerudin, A. S. S. M., Chaerudin, S. M., & Syafarudin, A. (2021). The Effect Of Product Quality Service Quality Price On Product Purchasing Decisions On Consumer Satisfaction. Ilomata International Journal of Tax and Accounting, 2(1), 1-10.

Chi, H. K., & Phan, H. T. (2025). Revealing the Role of Corporate Social Responsibility, Service Quality, and Perceived Value in Determining Customer Loyalty: A Meta-Analysis Study. Sustainability, 17(10), 4304.

De Silva, R. T. L. A., Ekanayake, T. P., Karunasekara, H. P. D. S. N., Wijerathne, W. G. A. L., & De Mel, W. D. H. (2022). Impact of service quality on customer satisfaction: Evidence from a mini supermarket. International Journal of Research and Innovation in Social Science, 6(07), 628-631.

Fan, K. K., & Tang, S. Z. (2019). A Study on The Service Design of Convenience Store “FamilyMart” in Taiwan: From a Viewpoint of New Retail. Educational innovations and applications, 257–260.

Fani, R., & Razak, D. (2025). The Effect of Payment Convenience on Online Shopping Addiction Through Marketplace Platform Customer Satisfaction an Intervening Variable in Urban Communities in South Sulawesi. Economics and Business Journal (ECBIS), 3(2), 215-230.

Gibson, S., Hsu, M. K., & Zhou, X. (2022). Convenience stores in the digital age: A focus on the customer experience and revisit intentions. Journal of Retailing and Consumer Services, 68, 103014.

Hidayat, A., Adanti, A. P., Darmawan, A., & Setyaning, A. N. (2019). Factors influencing Indonesian customer satisfaction and customer loyalty in local fast-food restaurant. International Journal of Marketing Studies, 11(3), 131-139.

Hui, G. K., Lim, S. H., Aronkar, P., Lim, W. S., Lin, X., Hashim, M. B. M., & Kee, D. M. H. (2024). Investigating the relationship between key factors and customer satisfaction in an online shopping platform. Journal of The Community Development in Asia, 7(2), 149-162.

Husna, N., Kee, D. M. H., Amirah, N. W., Syazreeza, R., Fatihah, N. A., Pandey, S., Agnihotri, S., & Pandey, R. (2020). How organizational management affect employees' motivation and service quality: A study of Kentucky Fried Chicken (KFC). International Journal of Applied Business and International Management, 5(2), 73-81.

Irfan, S. M., & Kee, D. M. H. (2009). Critical success factors of TQM and increased service quality: A case from service sector of Pakistan. Middle-East Journal of Scientific Research, 15(1), 61-74.

Irfan, S. M., Kee, D. M. H., & Shahbaz, S. (2012). Service quality and rail transport in Pakistan: A passenger perspective. World Applied Sciences Journal, 18(3), 361–369.

Jaafri, N. A. H., & Mansor, A. A. (2024). Understanding Customer Satisfaction: A Study of Convenience Stores. Information Management and Business Review, 16(3), 144-153.

Jimoh, A. L., Kee, D. M. H., & Odebunmi, A. T. (2020). Does talent management practices impact service quality in Nigeria? Journal of Southwest Jiatong University, 55(5), 1–7. https://doi.org/10.35741/issn.0258-2724.55.5.2

Kasmad, K. (2022). Analysis of purchase decision estimates based on store atmosphere and affordable prices. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 2(1), 27-34.

Kee, D. M. H., Al-anesi, M., Chandran, S., Elanggovan, H., Nagendran, B., & Mariappan, S. (2021b). COVID-19 as a double-edged sword: The perfect opportunity for GrabFood to optimize its performance. Journal of the Community Development in Asia, 4(1), 53–65.

Kee, D. M. H., Chen, Y., Dong, S., Wang, Z., & Zhu, J. (2025). Bites and bytes: Exploring customer experience and satisfaction in food delivery services: A case study of Foodpanda. Advances in Global Economics and Business Journal, 6(1), 1-16. https://doi.org/10.51748/agebj.v6i1.101

Kee, D. M. H., Chze, F. M., Ayuni, F., Najwa, F., Nadia, F., Yadav, S., & Das, A. (2022a). Are you a satisfied customer at Aeon? A case study in Malaysia. International Journal of Tourism and Hospitality in Asia Pasific, 5(1), 49-61.

Kee, D. M. H., Eng, W. K., Davis, E. H., Nurjannah, F., Athirah, F., & Nair, D. (2023c). Consumer behaviour during the pandemic in Malaysia: A study of Grab Mart. Journal of Community Development in Asia, 6(1), 10–20.

Kee, D. M. H., Lai, K. H., Lee, J. C., Lee, K. J., Lee, J. L., Yosanti, I., & Aryani, D. N. (2022b). Do you have a digital wallet? A study of e-wallet during the COVID-19 pandemic. International Journal of Accounting Finance in Asia Pasific, 5(1), 24-38.

Kee, D. M. H., Liem, G. S., Yuan, N. Z., Ni, N. L. Y., Wen, N. K., Fang, N. S., … Muhsyi, U. A. (2023b). The influence of customer satisfaction, brand trust and brand loyalty on purchase intention: A study of McDonald in Malaysia. International Journal of Tourism & Hospitality in Asia Pacific, 6(2), 88–101.

Kee, D. M. H., Rusdi, S. A. M., Mokhtar, S. S., Ridzuan, S. A. M., & Abdullah, S. A. A. (2021a). How Grab becomes one of the greatest start-ups in South-East Asia. International Journal of Tourism and Hospitality in Asia Pacific, 4(1), 73-81.

Kee, D. M. H., Wawi, M. H., Zohri, M. H., Mok, H. X., Mok, M. N., Rafif, M. I., Lutfiani, L. S., Hafizh, U., & Priyambodo, H. G. (2023a). Are you satisfied with Shopee? A study of customer satisfaction towards Shopee. International Journal of Tourism and Hospitality in Asia Pacific, 6(2), 102-115.

Khan, M. A., Vivek, Minhaj, S. M., Saifi, M. A., Alam, S., & Hasan, A. (2022). Impact of store design and atmosphere on shoppers’ purchase decisions: an empirical study with special reference to Delhi-NCR. Sustainability, 15(1), 95.

Lew, C., Teoh, K. B., Lok, Y. H., Lew, Y. R., Li, H., Li, J., ... & Kee, D. M. H. (2025). Factors influencing Ikea purchase decisions in Malaysia: Analysis pricing, convenience, consumer experience, and loyalty. Advances in Global Economics and Business Journal, 6(1), 37-77.

Lew, T. Y., Ling, L. H., Bin Mohd Fuad, A. A. R., Khan, A. B. A., Ismail, A. A. B., Hazaini, A. A. B. M., & Kee, D. M. H. (2024). Impact of COVID-19 pandemic on customer satisfaction and business performance. Journal of the Community Development in Asia, 7(3), 482-498.

Lina, R. (2022). Improving product quality and satisfaction as fundamental strategies in strengthening customer loyalty. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 2(1), 19-26.

Liou, Z. Y., Lok, Y. H., Teoh, K. B., Lim, J. T., Lim, K. E., Lim, P. E., & Kee, D. M. H. (2024). Influencing factors on customer behavioral intentions to use a food delivery app: A study of GrabFood in Malaysia. Advances in Global Economics and Business Journal, 5(1). Published January 14, 2024.

Maisarah, N., Kee, D. M. H., Syakirah, N., Hanif, M. A., Bella, A., Pandey, R., … Quttainah, M. A. (2020). Customer satisfaction towards service quality: A study of Malindo Air. International Journal of Tourism and Hospitality in Asia Pacific, 3(3), 40–51.

Moukrim, A., Gaber, H., Diouch, Y., & Salami, S. (2024). The impact of store environment on customer satisfaction: An empirical investigation. International Journal of Trade and Management, 1(3), 19–30.

Mutsikiwa, M., & Eniola, A. (2024). Small and Medium Enterprises’ Brand Personality and Customer Satisfaction: The Mediating Role of Product Quality. Journal of Small Business Strategy, 34(2), 13-25. https://doi.org/10.53703/001c.117661

Ndengane, R. M., Mason, R. B., & Mutize, M. (2021). The influence of store atmospherics on customers’ satisfaction at selected South African retail outlets. Innovative Marketing, 17(1), 26.

Ng, N. E. L., & Kee, D. M. H. (2025a). From adoption to retention: Factors influencing continuance intention and the role of trust in digital health technologies. Digital Transformation and Society, 1-16.

Ng, W. C., Ibrahim, H. B., Poon, W. S., Poh, J. H., Phan, C. Y., Thevarayan, P. A. L., Qian, C., Ali, A. J., & Kee, D. M. H. (2025b). Intention to repurchase taxi-hailing apps and factors affecting customer satisfaction: A case study of a digital mobility platform. International Journal of Tourism and Hospitality in Asia Pacific, 8(2), 253–273.

Oh, Z. J., Liem, G. S., Ismail, S., Mohd, S. A. A., Tan, Y., Tan, W. Q., ... & Kee, D. M. H. (2024). Factors of the development and decline in new industrial era: A case study of 7-Eleven. Journal of Community Development in Asia, 1–15.

Pérez-Morón, J., Madan, S., Cheu, J. Y., Kee, D. M. H., Cheong, L. C., Chin, R., … Garcia, A. P. M. (2022). Effect of service quality and customer satisfaction on customer loyalty: A case study of Starbucks in Malaysia. International Journal of Tourism and Hospitality in Asia Pacific, 5(1), 62–74. https://doi.org/10.32535/ijthap.v5i1.1402

Pinaraswati, S. O., Farida, I., Susilowati, S., & Suprihati, S. (2024). The influence of service convenience and price fairness on customer loyalty: Mediating effect of customer satisfaction. International Journal of Economics, Business and Accounting Research, 8(2), 537–550.

Pires, P. B., Perestrelo, B. M., & Santos, J. D. (2025). Unpacking customer experience in online shopping: Effects on satisfaction and loyalty. Journal of Theoretical and Applied Electronic Commerce Research, 20(3), 245.

Prashar, S., Verma, P., Parsad, C., & Vijay, T. S. (2015). Factors defining store atmospherics in convenience stores: An analytical study of Delhi malls in India. The Journal of Asian Finance, Economics and Business, 2(3), 5-15.

Prastyo, L. D., & Puspita, R. E. (2025). Customer Satisfaction as Mediator between Store Atmosphere, Experiential Marketing, and Islamic Service Quality, Customer Loyalty: Insight from F&B Sector. Jurnal Ekonomi & Manajemen Bisnis, 2(02), 127-137.

Putri, S. C., Lusianti, D., & Wismar’ein, D. (2025). Enhancing Customer Satisfaction: The Impact of Service Quality and Store Atmosphere on Shopping Convenience. Journal of Applied Business and Technology, 6(1), 1-10.

Ratasuk, A. (2022). Contributions of product quality, service quality, store ambiance, and promotion on customer loyalty: The mediating role of brand identity in convenience store coffee chains in Bangkok. Journal of ASEAN Plus Studies, 3(1), 11-28.

Ravi, T., Yusof, R., Koay, L. K., Teoh, Y. T., Thin, M. Y., Donold, T. A. A., Jannah, N. A. R., & Kee, D. M. H. (2024). Utilizing artificial intelligence (AI) in customer’s purchase intentions on GrabFood. International Journal of Tourism and Hospitality in Asia Pacific, 7(2), 120–133.

Saman, Y. T., Keni, K., & Muthuveloo, R. (2023). Store atmosphere and quality of personal to predicate repatronage intentions at local convenience stores: the role of customer satisfaction as a mediation variable. International Journal of Application on Economics and Business, 1(1), 10-18.

Sambo, E., Ukpata, I. S., Atiga, M. M., & Fumba, J. (2022). Impact of product quality on customer satisfaction and loyalty. Nigerian Academy of Management Journal, 17(2), 145-155.

Schiebler, T., Lee, N., & Brodbeck, F. C. (2025). Expectancy-disconfirmation and consumer satisfaction: A meta-analysis. Journal of the Academy of Marketing Science, 1-22. https://doi.org/10.1007/s11747-024-01078-x

Steinberg, M. (2025). The incentives of PayPay against the convenience of cash: On the conveniencing of cashless payments in Japan. Platforms & Society, 2, 29768624251355164.

Sunarya, E., & Jamaludin, M. (2022). The influence of product quality and after sales services on customer satisfaction in mahir residence Sukabumi. Research Horizon, 2(4), 489-500.

Tan, L. H., Sin, L. G., Sing, S., Sim, V., Sim, W. S., Abdullah, S. N. A. N. B., Ridzuan, S. N. B. M., Ali, A. J., & Kee, D. M. H. (2025). Riding the wave of satisfaction: Exploring service quality and customer satisfaction in ride-hailing services. International Journal of Tourism and Hospitality in Asia Pacific, 8(2), 293–313.

Teo, B. C., Rathi, K. N. B. A., & Saidi, M. (2019). Store image attributes and customer satisfaction of convenience store and implications on retail innovation: The Malaysian shopper experience. Malaysian Journal of Consumer and Family Economics, 22, 175-193.

Teoh, K. B., Cordova, M., Hasanah, N. N., Utama, A. G. S., Syazana, A., Kee, D. M. H., ... & Ang, B. L. (2021). Factors influencing customers’ purchasing behavior and satisfaction in Pizza Hut. Advances in Global Economics and Business Journal, 2(1), 39-56.

Teoh, K. B., Lim, H. L., Cheah, F. N., Chai, J. X., Chan, S. L., Chang, W. J., Cheah, W. Y., Ali, A. J., & Kee, D. M. H. (2025). Exploring the impact of sustainability, corporate social responsibility, and service quality on corporate brand reputation. International Journal of Tourism and Hospitality in Asia Pacific, 8(2), 237–252.

Tlapana, T. (2021). The impact of store layout on consumer buying behaviour: A case of convenience stores from a selected township in Kwazulu Natal. International Review of Management and Marketing, 11(5), 1.

Usani, N. E., Okon, S. S., Etuk, S. G., & Inwang, A. R. (2025). Customer support service and customer satisfaction of pension fund administrators in Uyo, Akwa Ibom State. Journal of Consumer Behavior Marketing and Management, 1(1), 7–19.

Yo, P. W., Kee, D. M. H., Yu, J. W., Hu, M. K., Jong, Y. C., Ahmed, Z., Gwee, S. L., Gawade, O., & Nair, R. K. (2021). The influencing factors of customer satisfaction: A case study of Shopee in Malaysia. Estudios de Economia Aplicada, 39(12), 1-16. https://doi.org/10.25115/eea.v39i12.6839

Zaid, S., & Patwayati, P. (2021). Impact of customer experience and customer engagement on satisfaction and loyalty: A case study in Indonesia. The Journal of Asian Finance, Economics and Business, 8(4), 983-992.

DOI: https://doi.org/10.32535/apjme.v9i2.4746