It is an academic thesis which developed for the partial Fulfillment for the Degree of Master of Business Administration.
Short summary
The purpose of this study is to investigate the effect of e-commerce customer loyalty. The study is based on questionnaire that was adapted to calculate the influence of similar variables in current research. The data has been collected from 219 e-commerce customers. The study demonstrates that satisfaction does not influence loyalty while client trust does and that client trust is influenced by data quality. The study focused Islamabad and Rawalpindi which may lead to generalization issues in others parts. And only seven variables were studied in the current research. Additional variables can be introduced. It assists firms? managers to better understand what key factors of e-commerce applications they ought to focus on in order to improve satisfaction, trust, and loyalty for online customers thereby improving their e-commerce services and business success. It is concluded that e-commerce service user interface, e-commerce information quality, e-commerce perceived security and e-commerce feedback plays a vital role in maintaining e-commerce customer loyalty. It is suggested that in order to accomplish significant online marketing in Pakistan, clients should have understanding of number of advantages online shopping brings in increasing customer satisfaction.