Factors affecting customer satisfaction toward e-commerce website usage of franchised restaurant in Malaysia / Wan Syasya Izzati Rosly and Nor Aini Yusoff

The advancement of technology and growth of the e-commerce industry in Malaysia has set up the trend for customers to make online purchases through an online ordering system platform. People can order food using a franchised restaurant website only by tapping on any smartphones and devices connected to the internet. Moreover, e-commerce website usage is an important determinant to identify customer satisfaction towards the franchised restaurant. This study aims to examine the relationship of the factors affecting customer satisfaction towards e-commerce website usage of franchised restaurants in Malaysia. Five variables were selected to test the customer satisfaction hypotheses, including website design, reliability, time saved, product variety and delivery performance. A total of 400 respondents from Malaysia who have experienced ordering food online from franchised restaurant websites had participated in this research for the data analysis. The respondent’s data was obtained through an online survey which the researcher distributed the questionnaire using social media platforms such as Facebook, Twitter, and WhatsApp. Data gathered through the questionnaire were analysed to test the hypotheses and validity using Statistical Package for Social Science (SPSS) version 27.0 software. In addition, the correlation analysis approach is used to explore the relationship between the variables. Furthermore, the findings and results of the hypotheses indicate that website design, reliability, time saved, product variety and delivery performance have a positive relationship with customer satisfaction. Further recommendations and limitations are also discussed in this research. It is suggested that future researchers broaden the research and find additional variables to explain more on customer satisfaction and generalise the population.