Performance of Online Business: Customer Satisfaction, Trust and Loyalty

Abstract

The main objective of the study is to assess the customers’ satisfaction, trust and loyalty to online businesses in order to encourage retailers to improve the services offered to customers online. This study seeks to determine the profile of the respondents; the level of agreement of performance to online business in terms of user-interface , service information quality, perceived security and perceived privacy; and the customers’ rate of level of satisfaction, trust and loyalty. Descriptive method of research was employed in this study. Respondents were the customers’ online enthusiasts. There were 315 randomly selected respondents. Data gathered through the use of adopted survey questionnaire form. Technical Analysis on the products was conducted by the service providers. Five hundred survey questionnaire forms were produced and 385 answered questionnaire and 315 are valid. Books, journals, articles, and electronic resources were the secondary sources of data. The instrument was presented during the proposal and validated by the experts before it was reproduced and answered by the respondents. Percentage was applied to all indicators of the instrument Based on the gathered data, the following findings were drawn: The findings revealed that the profile of the respondents were female with a percentage of 79.4% and aged 25-30 years old with a percentage of 30.5%. Most of the respondents preferred cash on delivery as their mode of payment.The customers’ level of agreement of performance to online business in terms of user-interface, service information quality, perceived security and perceived privacy had grand mean of 4.83, 4.74, 3.0 and 3.72 respectively which were verbally interpreted as “Excellent. The customers’ rate of level of satisfaction, trust and loyalty had a grand mean of 4.78, 4.56 and 4.65 respectively which were verbally interpreted as “Extremely Satisfied”, “Extremely Trusted” and “Extremely Loyal”. Based on the findings of the study, the following conclusions were derived. Most of the customers are female and aged 25-30 years old. Majority of the respondents preferred cash on delivery for online shopping.