The Difference Between Customer Satisfaction And The Customer Satisfaction Impact Towards Word-of-Mouth Marketing Of Shopee And Lazada Platform In Malaysia

E-commerce has evolved rapidly,transforming the buying and sale of goods and services,as well as the exchange of money and data.Shopee,an e-commerce platform,has overcome Lazada,its main competitor in the Southeast Asian area and Malaysia,to become the top market shareholder,with a 71%market share in Malaysia.Shopee’s word-of-mouth is also superior to Lazada’s.Meanwhile,there are studies demonstrating the impact of consumer happiness on e-commerce platform word-of-mouth marketing.This study focuses on the difference between customer satisfaction and word-of-mouth marketing,as well as the impact of customer satisfaction on word-of-mouth marketing towards the region’s two major e-commerce platforms,Shopee and Lazada.The non-probability sampling method was used to obtain 435 surveys.On a Likert scale of 1 to 5,respondents assessed their customer satisfaction and willingness to refer Shopee and Lazada.The Paired Sample T-test results demonstrate that there are substantial mean differences between Shopee and Lazada in terms of mobile application UI/UX design,product,promotion,and word-of-mouth.In all these areas,Shopee has better customer satisfaction.There is no significant difference in the meaning of other customer satisfaction aspects.From the multiple regression test,Shopee F test shows that the research model accounts for a significant amount of variance in Shopee’s Word-of-Mouth.Shopee’s Mobile Application UI/UX Design,Payment,and Promotion have a significant effect on their Word-of-Mouth,while other variables do not.For Lazada’s Word-of-Mouth,the F test also indicates that the research model explains a significant amount of variance in Lazada’s Word-of-Mouth.The Lazada Mobile Application UI/UX Design,Post Purchase,and Promotion have a significant effect on their Word-ofMouth,while other variables do not.