A Survey on Customer Loyalty in Online Shopping

Abstract

Every online shopping organization needs to have a strong loyalty bond between its customers to secure their business. To have stronger customer loyalty, online shopping organizations need to precisely identify the factors that contribute to customer loyalty and the types of customer loyalty. Several previous studies were analyzed, and a conceptual model was adapted. This study adopted a research framework with four phases: knowledge acquisition, data collection, data analysis, and documentation. This study intends to analyze factors that contribute towards customer loyalty and the relationship among the factors themselves. The location of this study area was in Klang Valley, West Malaysia and involved a survey as data collection from 100 respondents using convenience sampling. All the data collected were analyzed through quantitative analysis techniques using the Statistical Package for Social Sciences (SPSS) tool based on descriptive and inferential tests. Hence, several factors of customer loyalty were identified and tested with quantitative methods such as customer experiences, customer satisfaction, customer service, value and quality. Furthermore, the relationships between the factors were tested using a correlation test. It is revealed that some of the relationships, such as value and quality, were not contributed to customer loyalty. On the other hand, customer experiences, customer service, and customer satisfaction are factors that influence customer loyalty in online shopping. As a suggestion, more studies on factors such as value and quality should be explored because these can be future factors for gaining customer loyalty in online shopping.