Enhancing customer satisfaction in online beauty and health product businesses among students in Universiti Malaysia Kelantan

This research paper delves into the intricate dynamics of customer satisfaction within the niche market of online beauty and health product businesses, specifically focusing on university students at the University of Malaysia Kelantan (UMK). With Malaysia's e-commerce sector projected to experience rapid growth, this study aims to contribute valuable insights into the factors influencing customer satisfaction in this evolving landscape. This study utilizes the SERVQUAL theory model to examine independent and dependent variables related to customer satisfaction in beauty and health products among students at the University Malaysia Kelantan. The researchers systematically gathered information to enhance understanding in this domain. A total of 265 questionnaires were collected from students in the Bachelor of Entrepreneurship (Commerce) program within the Faculty of Entrepreneurship and Business, representing a population of 13,584 students. Employing a stratified sampling method, the researchers conducted a descriptive analysis of demographic backgrounds and utilized Pearson correlation in SPSS version 26 to analyze the relationships among variables. The findings indicate a positive and strong relationship between all aspects of the SERVQUAL model and the dependent variable, shedding light on the factors influencing customer satisfaction in this specific academic context. The paper concludes by addressing the implications and suggesting directions for future research.