Examining customer online shopping experience through service quality among community in Kota Bharu, Kelantan

Online service quality is one of the key determinants of success of online retailers. This exploratory study discovered some important finding about online service quality. First, the study identified three key online shopping service qualities as perceived by online customers which are reliability, responsiveness and assurance. Second, all of the dimension, reliability, responsiveness and assurance have significant relationship on customers perceived overall service quality and customer online shopping experience. Researcher conducted survey with 150 peoples from Kota Bharu, Kelantan and the questionnaires were distributed to them. Researcher employed Pearson Correlation Coefficient Analysis to analyze the survey result. In conclusion, customer online shopping experience among people in Kota Bharu, Kelantan was influenced by the three service quality dimensions.