Abstract:

This study is conducted to examine the dimensions of service quality and how they affect customer satisfaction towards Electronic Commerce (EC) services in Malaysia. The service quality dimensions examined are Tangibility, Reliability, Responsiveness, Assurance and Empathy. A survey using online questionnaire was used to gather research data from users who have experiences with online purchases. Through purposive sampling approach 250 samples were gathered for data analysis. Result shows all dimensions are significantly associated with Malaysian customer satisfaction in EC. Tangibility is found to be the least correlated factor with customer satisfaction. This finding and others are discussed in the study and recommendations are presented.