| Project Title: | The Impact of Trust Factors on Customer Loyalty in B2C Ecommerce |
| Author: | Ms. Robert Mikola |
| Advisor: | Assoc. Prof. Dr.Om Huvanand |
| Degree: | Master in Business Administration (International Program) |
| Major: | International Business Management |
| Faculty: | Graduate Schools |
| Academic year: | 2019 |
Citation
Mikola, Robert. (2019). The Impact of Trust Factors on Customer Loyalty in B2C Ecommerce. (Independent study, Master of Business Administration). Bangkok: Siam University.
Abstract
This study is focused to investigate the impact of trust factors on customer loyalty in B2C e-commerce business. The study analyzes the effects of online customer satisfaction and customer trust as major factors influencing online customer loyalty. A documentary research format has been used. This study found that website quality and ease of use have a positive significant impact on online customer satisfaction and online customer trust. This study also shows that online customer satisfaction and online customer trust impact online customer loyalty significantly. This study also suggests that online merchant can improve loyalty of online customer by focusing their strategies on the satisfaction and trust of online customers. Results indicate that the perceived website quality has positive direct effects on both customer satisfaction and trust. In this work, we present the theoretical and managerial implications of the findings. For conclusion, we present the limitations of the research and some suggestions for future research.
Keywords: e-commerce, trust, customer satisfaction, loyalty, website quality, ease of use.
The Impact of Trust Factors on Customer Loyalty in B2C Ecommerce
International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand