The Impact of Delivery Performance on Customer Satisfaction in Malaysian E-Commerce: A Comparative Analysis and Strategic Framework

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.

E-commerce; Last-mile delivery; Customer satisfaction

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