Beruflich Dokumente
Kultur Dokumente
1 OBSERVATIONS
Three researchers carried out surveys, in conjunction with random 50 LAZADA users from
Multimedia University’s students from faculty of FOB, FIST, FET and FOL, for a period of
two week in the campus. From the observation, we found that LAZADA’s users will normally
purchase at least once per month or once per week and the amount of money spent by
LAZADA users is approximately between RM 0-RM50. Most of their favorite method of
payment is Debit/Credit card and cash on delivery. In addition, LAZADA has provided
variety categories of item and brands for consumers to choose from. Under our observations,
we found out that most of the consumers are willing to pay more on fashion as lead to the
most popular item. Clothing and accessories from fashion category is popular among
teenagers nowadays as it is convenient and easy to buy clothing and accessories from
LAZADA. However, groceries items from LAZADA are less popular among the consumers.
Most of the consumers’ first impressions are satisfying about the website design. The
websites design of LAZADA is convenient and easy to use while consumers are doing their
purchasing.
The main concern of LAZADA in this survey is their quality of products. Most of the
products of LAZADA are making sure with high quality and lower cost comparing to retail
store’s price. With the applied of Return Policy, consumers have rights to request for refund
when the items received is in defective condition, have doubt on the authenticity of item,
wrong item received, change of mind and items is not as advertised. Hence, the confidents of
consumer are boosted and felt more secure when purchase online with the existence of Return
Policy. However, the speed of delivery of LAZADA is not in the satisfying region. There are
a lot of complaints have been made by consumers because of late delivery. Late delivery is
often caused by unintegrated system of the company, bad weather, and stock out.
Customer Survey
A questionnaire, consisting of 13 items, was administered to 50 students of the Multimedia
University during the period that the observations were being carried out. A total of 84
customers were asked to complete the survey, and 34 of them declined to be surveyed. A copy
of the questionnaire can be found in Appendix A. Tabulation of the data from the survey can
be found in Appendix B.
Details of Respondents
From the pie chart shown below, its show that the majority of respondents were from FIST,
with the largest proportion (28%). In the other hand, FOB and FOL share same among of
percentage which is 26%, and a smaller percentage 20% were FET.
Falculty
26.00% 26.00%
20.00%
28.00%
From the gender pie chart shown in below, there were more than half, which is 54% of the
respondent were female and 46% were male. This gender division reflected the overall
composition of MMU students.
Gender Division
46; 46.00%
54; 54.00%
Ma l e Femal e
There were 48% of participant from foundation which had the highest percentage in seniority
level participated in this survey, followed by undergraduate 30%, and a smaller percentage
22% were postgraduate. Most of the students from foundation accepted the survey because
they were still new in this university and felt embarrassed to refuse the survey .The seniority
level pie chart was shown in below.
Seniority Level
22.00%
48.00%
30.00%
26.00%
30.00%
4.00%
26.00%
14.00%
frequency of purchase
10.00%
24.00%
66.00%
30.00%
50.00%
12.00%
10.00%
24.00%
14.00%
10.00% RM0-RM25
44.00%
RM25-RM50
RM50-100
RM200 and above
32.00%
8.00%
16.00%
6.00%
Attractive
Satisfying
Average
24.00%
Unsatisfying
Dull
46.00%
8.00%
24.00%
PayPal
Cheque
Debit/Credit Card
Cash on delivery
68.00%
The best payment method was most probably the debit or credit card as it has most of the
users among the responders (68%) as it was owned by each students in Multimedia
University and it was safe and convenience to use the following method was cash on delivery
which took 24 per cent as they did not need to own a debit or credit card and the credibility of
retailers may be increased. 8 per cent of responders preferred PayPal and no responders used
cheque as PayPal was not common among the students and the cheque may be troublesome
to use.
Poor; 16.00%
Good; 36.00%
Average; 26.00%
Respondents were asked to rate the quality of products on five-point scale, ranging from
“Excellent” through “Good” and “Average” and “Poor” to “Very Poor”. Most of the
respondent (36%) have rated “good” for LAZADA’s products quality. In addition, there is
12% of respondent were rated “Excellent” and 26% of respondent were rated “Average” for
the quality of LAZADA’s products. Meanwhile, 16% and 10% of respondent have rated
“Poor” and “Very Poor” respectively. From the Figure(), the quality of LAZADA’s products
is in satisfactory region. There are total 74% of users voted for average and above and only
26% of LAZADA’s users are unsatisfied with LAZADA’s products.
Average; 22.00%
Respondents were questioned about the satisfaction of speed of delivery. There is 36% of
respondent were not satisfied with the speed of delivery. This is the highest percentage from
the Figure 8, which indicates most of the LAZADA’s users are unsatisfied and experienced
late delivery incidents. However, there are 10% and 26% of respondent were very satisfied
and satisfied respectively for the speed of delivery. 22% of respondent say the speed of
delivery is acceptable. However, there is 6% of respondent have rated “worst” for the
delivery speed. From this analysis, speed of delivery of LAZADA is in unsatisfactory region
and is required to be improved and enhanced.
2.11 Reasons for Apply Return Policy of LAZADA
From the graph above, main reason for apply Return Policy of LAZADA is item received is
under damaged condition (52%). Meanwhile, there is 18% of respondent and 16% of
respondent will return the items when there is doubt on item Authenticity and wrong item is
received. There is only 8% of respondent would return the items when the items received is
not as advertised and only 6% of respondent would return the items due to change of mind.
The Return Policy of LAZADA has doing a significant job to prevent consumer from
scammed or cheated and protect the rights of consumer
Summary
The purpose of this report was to investigate the improvement of customer services of Lazada
online shopping, to find out the basis for their complaints about the applications and
functions provided and to suggest some possible changes which could benefits the customers.
The study was requested by Hans-Peter Ressel, CEO of Lazada in Malaysia, the company
which has been responsible for the management of the Online Shopping application.
The methods used to obtain data included observation carried out in all retail area of
Multimedia University, a questionnaire survey of fifty students and analysis based on the
respond collected from the observation and questionnaire.
It was found that Lazada faced several problems, including application errors and system
failure. Among the areas of dissatisfaction were online shoppers do not have the ability to
physically inspect or try on the items being considered for purchase, items lost during
delivery, missing orders and late refunds. In general, it was found that Lazada appeared run-
down and poorly maintained.
Affordable
Discounted price
Cash on delivery
Prevent late refund
Recommendation
In the light of these conclusions, the Lazada online shopping services should consider the
following recommendations.
Allow customers to see their purchase and information regarding the product.
If customers accidentally closed the browser during check out, they are able to make
payment or cancel their purchase when logging back in.
Make sure that the packages are delivered without any damage.
Confirm that there are no missing items in the package ordered by the customers.