Factors Affecting Customer Satisfaction Towards the Social Commerce (S-Commerce) Provided by Facebook; - A Case Study on Features of ‘Payment Gateway’ and ‘Facebook Guarantee’ for Better Customer Satisfaction

Abstract

Purchases on social commerce (s-commerce) platform provided by Facebook is tremendously increasing in Malaysia, especially after the outbreak of Covid-19 pandemic, which significantly change the purchasing preferences of customers from physically visiting a store to virtually purchasing goods and services. Although s-commerce provide opportunities to homepreneurs and entrepreneurs for developing their business in a platform which connecting people easily, the key question is, how satisfied is the customer for engaging in s-commerce purchasing, which is also contributing to the GDP of Malaysia? Customer satisfaction plays a crucial role for the success of any business. A set of factors affecting customer satisfaction have been identified by previous researchers and authors, in the context of electronic commerce (e-commerce). In this study, the focus would be on s-commerce, based on social support theory, the factors of ‘safety’, ‘security’ and ‘quality’ have been selected to study the significancy of the relationship between customer satisfaction towards the s-commerce of Facebook. Apart from that, add-on of new features namely, ‘payment gateway’ and ‘Facebook guarantee’, which adopted from Shopee, the largest e-commerce platform, been proposed for better customer satisfaction towards s-commerce of Facebook. A survey questionnaire was used to collect the primary data from the sample size of 100 s-commerce of Facebook users from Malaysia in an online basis. Future recommendations have been proposed for increasing the number of samples for expanding the study further.