The impact of delivery performance on customer satisfaction in Malaysian e-commerce: A comparative analysis and strategic framework

Bakri, Mohammed Hariri and Abdul Hamid, Mohd Hakim and Low, Jun Kai (2025) The impact of delivery performance on customer satisfaction in Malaysian e-commerce: A comparative analysis and strategic framework. International Journal of Research and Innovation in Social Science (IJRISS), IX (XXVIII). pp. 381-390. ISSN 2454-6186

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Abstract

The rapid growth of e-commerce in Malaysia has made last-mile delivery a vital component for ensuring customer satisfaction. Despite this growth, both anecdotal and empirical data highlight a gap between what consumers expect and the service they receive. This thesis examines the impact of four key delivery factors — speed, accuracy, reliability, and communication —on customer satisfaction in the Malaysian e-commerce market. Using a quantitative method, the study analyses survey data from 150 Malaysian consumers and compares the results with global industry standards from companies like Amazon and UPS. The results show a paradox: although speed is highly valued locally, delivery accuracy and proactive communication are the strongest predictors of satisfaction. The research extends the Expectation-Confirmation Theory (ECT) by empirically demonstrating the importance of these factors in a local context. Finally, it offers a strategic framework for e-commerce platforms, logistics providers, and policymakers, focusing on technology, transparency, and localized approaches to close performance gaps and build long-term loyalty and competitiveness.

Item Type: Article
Uncontrolled Keywords: E-commerce, Last-mile delivery, Customer satisfaction, Malaysia, Logistics
Divisions: Faculty of Technology Management and Technopreneurship
Depositing User: Sabariah Ismail
Date Deposited: 23 Feb 2026 01:32
Last Modified: 23 Feb 2026 01:32
URI: http://eprints.utem.edu.my/id/eprint/29521
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