e-Service Innovation Through Malaysian Consumer Perspectives: Case Studies of e-Hailing and e-Hypermarket

In recent decades, Malaysian Internet usage has rose rapidly. Malaysia Internet penetration rate has achieved 80% or equivalent to 26 million Internet users. With the rapid growth of the internet usage in Malaysia, consumers are now starting to purchase product and services via online medium. This chapter focuses on how Malaysian consumer value online services as alternatives of getting service. The chapter begins with the current trends of e-service in Malaysia. Two online services, e-hailing and e-hypermarket will be discussed. The gathered consumer value will help industry in providing better e-service.