Are You Satisfied With Shopee? A Study of Customer Satisfaction Towards Shopee

Daisy Mui Hung Kee, Mohamad Haniff Hilman Wawi, Mohd Hidayat Ahmad Zohri, Hui Xin Mok, Man Nee Mok, Muhammad Ilham Rafif, Lina Silvia Lutfiani, Ubaidillah Hafizh, Haryo Gilar Priyambodo

Abstract


Shopee is an e-commerce business that was launched in 2015. As of 2021, Shopee is regarded as Southeast Asia's largest e-commerce platform. In just a few years, Shopee has leveraged its strong competitive advantage to aggressively expand its presence in Southeast Asia and achieve a leading position in the highly competitive e-commerce space. Regarding total time spent in the app and monthly active users, the Shopee app is constantly ranked as the top app in the shopping category in Southeast Asia. This study seeks to ascertain the factors that affect customer satisfaction towards Shopee. Data were collected using an online survey. A total of two hundred respondents participated in the survey through Google Forms. The results revealed that most customers are satisfied with Shopee from the aspects of perceived usefulness, perceived benefits, perceived convenience as well as perceived trust. For instance, the findings of this study suggest that the factors such as perceived benefits and perceived trust have the most significant influence on customer satisfaction with Shopee. This study has brought valuable feedback and insights from Shopee's customers. It also enables Shopee to identify shortcomings and provide better services to customers in the future to improve customer satisfaction.

Keywords


Customer satisfaction; Shopee; E-commerce; Perceived benefits; Perceived trust

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DOI: https://doi.org/10.32535/ijthap.v6i2.2342

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Copyright (c) 2023 Daisy Mui Hung Kee, Mohamad Haniff Hilman Wawi, Mohd Hidayat Ahmad Zohri, Hui Xin Mok, Man Nee Mok, Muhammad Ilham Rafif, Lina Silvia Lutfiani, Ubaidillah Hafizh, Haryo Gilar Priyambodo

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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

International Journal of Tourism and Hospitality in Asia Pacific (IJTHAP)

ISSN 2685-8800 (Print) | ISSN 2654-7945 (Online)

DOI Prefix: 10.32535 by CrossRef

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Creative Commons License
International Journal of Tourism and Hospitality in Asia Pacific (IJTHAP) is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License .

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