Factors that affect customer satisfaction in online business towards food and beverages product in University Malaysia Kelantan

This study investigates the main factors that affect customer satisfaction in the context of online food and beverage businesses at University Malaysia Kelantan (UMK). The rapid growth of e-commerce has changed the way consumers interact with businesses, especially in the food and beverage sector. Understanding the factors that contribute to customer satisfaction in the online realm is important for businesses and institutions like UMK, which may have unique dynamics. This research uses a methodological approach, combining surveys and interviews to collect data from online food and beverage consumers at UMK. This study examines various dimensions that affect product quality, store contribution, responsiveness, and customer satisfaction. Preliminary findings suggest that factors such as user-friendliness of online platforms, quality of service provided, variety of products available and delivery accuracy have a significant impact on customer satisfaction. Additionally, this study explores how external factors, such as socioeconomic background and technology literacy, can influence online shopping experience and satisfaction levels. The insights gained from this research are expected to provide UMK and local online food and beverage businesses with valuable information to improve their online services, increase customer satisfaction, and ultimately strengthen their competitive position in the digital market. Additionally, the study contributes to a broader understanding of online user behavior and satisfaction in the specific context of a university setting, shedding light on unique considerations that may arise in such settings.