This independent study is to investigate the influence of service quality dimensions on customer satisfaction among foreign users of Lazada in Thailand. In this study, quantitative method was used, and the questionnaire was designed by using the modified ESERVQUAL model. A total of 161 respondents participated in this research, however only 153 respondents’ data were included in the research because eight respondent’s data were screened out from the survey. The result of the study suggests that e-service quality dimensions, such as efficiency (sig at 0.00), availability (sig at 0.01), fulfillment/reliability (sig at 0.01), responsiveness (sig at 0.00), and compensation (sig at 0.00), play important roles in influencing customer satisfaction among foreign users of Lazada. The finding of this study contributes to a better understand of e-service quality dimensions influencing on customer satisfaction and identify the key dimensions which have significant impacts on customer satisfaction of LAZADA, to develop better strategic planning for the organization.

Independent Study (M.B.A. (International Business Management)) -- University of the Thai Chamber of Commerce, 2023.