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The Role of Digital Transformation in Shaping Customer Satisfaction in Retailing

Author

Listed:
  • Mohamad Nizam Ayof

    (Universiti Teknikal Malaysia Melaka (UTeM), 75450 Ayer Keroh, Melaka, Malaysia)

  • Sitinor Wardatulaina Mohd Yusof

    (Universiti Teknikal Malaysia Melaka (UTeM), 75450 Ayer Keroh, Melaka, Malaysia)

  • Mohd Nor Abd Muhaimin Mohd Yusof

    (Universiti Teknikal Malaysia Melaka (UTeM), 75450 Ayer Keroh, Melaka, Malaysia)

  • Rosalina Torres Ortega

    (Department of Economics, Autonomous University of Baja California Sur, Mexico)

Abstract

Digital transformation is increasingly enhancing a wide range of retail activities. However, the retail industry in Malaysia continues to face persistent challenges, including labor shortages and customer congestion even during weekdays. This study investigates the impact of digital transformation factors on customer satisfaction within the Malaysian retail sector. Five independent variables were examined: access convenience, search convenience, evaluation convenience, order convenience, and logistics/reverse logistics convenience, with customer satisfaction as the dependent variable. A quantitative approach was adopted using a questionnaire-based survey administered to 384 digital consumers in Malaysia. The use of convenience sampling was applied, which is acknowledged as a methodological limitation due to its impact on generalizability. Data were analyzed using IBM SPSS Statistics. The findings reveal that access convenience, search convenience, order convenience, and logistics/reverse logistics convenience have significant positive effects on customer satisfaction, whereas evaluation convenience does not. The regression model explained 42.2% of the variance. Overall, the results validate the proposed hypotheses and demonstrate that digital transformation significantly influences customer satisfaction in the retail industry, with the exception of evaluation convenience.

Suggested Citation

  • Mohamad Nizam Ayof & Sitinor Wardatulaina Mohd Yusof & Mohd Nor Abd Muhaimin Mohd Yusof & Rosalina Torres Ortega, 2025. "The Role of Digital Transformation in Shaping Customer Satisfaction in Retailing," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(9), pages 9021-9030, September.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-9:p:9021-9030
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    References listed on IDEAS

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