Accessibility and Pricing as Determinants of SME E-Commerce Customer Satisfaction in Malaysia

M. T. Hirnissa (), A. G. Norhaninah () and M. T. Nur Shafina ()
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M. T. Hirnissa: University Poly-Tech Malaysia
A. G. Norhaninah: University Poly-Tech Malaysia
M. T. Nur Shafina: University Poly-Tech Malaysia

A chapter in Proceedings of the International Conference on Cross- Disciplinary Academic Research 2025 - Track 2 Advances in Business & Economics, Social Science, Communications & Media (ICAR-T2 2025), 2026, pp 41-50 from Springer

Abstract: Abstract This study investigates the relationship between accessibility and customer satisfaction in online shopping among SMEs in Malaysia. Focusing on Generation X, Y, and Z consumers in the Klang Valley, data were collected from 202 respondents via a structured survey and analysed using SPSS (correlational analyses and reliability tests). The findings reveal a significant positive correlation between accessibility, price, and customer satisfaction, suggesting that improved accessibility and fair pricing enhance the e-commerce experience. This study extends the SERVQUAL framework to the digital context by integrating accessibility as a critical dimension of service quality. The study offers insights for SMEs on enhancing the user experience through inclusive design and transparent pricing. Fostering competitiveness in the digital economy.

Keywords: Accessibility; Pricing; Customer satisfaction (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-94-6239-715-6_5

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