Customer Satisfaction in Online Platforms: An Empirical Analysis of Key Influencing Factors

Abstract

This study investigates the determinants of customer service satisfaction in online platforms, emphasising four critical factors such as price, service quality, promotion and privacy. The objectives are to analyse these key issues, examine their impact on satisfaction, and propose actionable recommendations for improvement. Using a structured questionnaire distributed among 450 students at a private university in Shah Alam, the research employs correlation and regression analyses to examine the relationships between these variables and overall satisfaction. Findings reveal that promotional strategies exert the strongest influence on customer satisfaction (R2 = 0.571), followed by price (R2 = 0.551) and service quality (R2 = 0.507), while privacy, though significant, demonstrates a comparatively weaker effect (R2 = 0.281). These results underscore the necessity for businesses to adopt a balanced approach that integrates competitive pricing, superior service delivery, strategic promotional activities and robust data protection measures to enhance trust and loyalty. The study contributes to the literature on digital consumer behaviour and offers actionable insights for e-commerce operators seeking sustainable growth. By promoting inclusive and secure digital practices, this research aligns with SDG 8 (Decent Work and Economic Growth), SDG 9 (Industry, Innovation, and Infrastructure), and SDG 12 (Responsible Consumption and Production).