Customer Satisfaction in Online Sales: A Cross-Regional Study of Influential Factors in Asia, Middle East, and Europe
Miraz M.H. Hye M.N. Sham R.B. BaAwain A.M.S.
June 2025Malaysian Consumer and Family Economics Association
Malaysian Journal of Consumer and Family Economics
2025#34363 - 392 pp.
This study investigates several elements (e-commerce, in-store pickup, instore return, physical experience) influencing customer satisfaction ratings with online sales in Asia, the Middle East, and Europe. All data were meticulously gathered from 390 regular online buyers using a quantitative method. Platforms like email, WhatsApp, and other social media channels helped with three areas of behaviour: Communication and data collecting. This study used a self-administered questionnaire created and sent using Google Docs to guarantee general access and simplicity of response gathering. The studys primary aim is to examine the impact of numerous factors on customer satisfaction—including online sales experience, in-store pickup alternatives, customer complaint management, operational efficiency and upsell possibilities. Remarkably, actual sales volume and client demographics have not affected general customer satisfaction levels. The findings show strong relationships among customer happiness, effective complaint handling, simplified procedures, a flawless online purchasing experience, handy in-store pickup services, and quick refund policies. These realisations underline the need for operational effectiveness and customeroriented approaches in raising the general satisfaction of online users. This study has broad ramifications for government, business, and institutional organisations around Asia, the Middle East, and Europe, offering strategic ideas for raising consumer satisfaction in online retail.
customer satisfaction rating , e-commerce , in-store pickup , in-store return , physical experience
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School of Creative Industries, Astana IT University, Astana, Kazakhstan
Department of Marketing and Entrepreneurship, College of Commerce and Business Administration, Dhofar University, Oman
Department of Management Operation and Research, School of Business, Asia Pacific University of Technology and Innovation, Malaysia
Department of Business Studies, College of Economics and Business Administration, University of Technology and Applied Science, Oman
School of Creative Industries
Department of Marketing and Entrepreneurship
Department of Management Operation and Research
Department of Business Studies
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