Citation

Tien, Karen Wan Lin (2024) Study on customer satisfaction toward Facebook livestream e-grocery shopping. Masters thesis, Multimedia University.

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Abstract

Consumer behaviour has drastically changed because of digitalization. Groceries are among the many things that people may readily purchase online and several e-grocery platforms have evolved as there are high demand in the online grocery market nowadays. The main objective of this study is to study on customer satisfaction toward Facebook Livestream e-grocery shopping. The study is categorised as a quantitative research study since it makes use of descriptive analytic techniques, samples the population, uses questionnaires as the main means of gathering data. The study's target respondents were housewives who have made at least one grocery transaction via Facebook Livestream in Malaysia. The method used to choose the respondents was simple random sampling. There were 220 respondents in the survey sample that was used, and the data collected will be analysed by using Statistical Package for the Social Sciences (SPSS). The obtained results analysis confirmed the basic research hypothesis that customer satisfaction in Facebook Livestream e-grocery shopping directly depends on the following factors —website design, security, information quality, payment method, e-service quality, product quality, product variety and delivery service. According to the research's findings, the primary determinant of customer satisfaction with Facebook livestream e-grocery shopping is product quality. Furthermore, among the eight independent variables examined, three - information quality, payment method, and product variety - were found to have no significant impact on customer satisfaction. The result is a new finding from this study because there are differences in the previous studies’ relationship between the variables. These insights underscore the critical role of ensuring high product quality in enhancing the overall shopping experience and satisfaction levels of customers engaged in e-grocery shopping via Facebook livestream.

Item Type:	Thesis (Masters)
Additional Information:	Call No.: HF5415.335 .K37 2024
Uncontrolled Keywords:	Consumer satisfaction
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Management (FOM) > MBA Programme
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	22 May 2025 05:11
Last Modified:	22 May 2025 05:11
URII:	http://shdl.mmu.edu.my/id/eprint/13803

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