Final Year Project (FYP)

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IMPACT OF E-SERVICE QUALITY, BRAND IMAGE AND TRUST ON CUSTOMER LOYALTY IN SHOPEE
(2022) LOO YAO HEE
With the growth of digital retailing, there are a few factors that have all been identified as essential variables in deciding e-commerce enterprise success through establishing customers’ loyalty. This research is conducted to analyze the impact of e-service quality, brand image, and customer trust on customer loyalty in Shopee. There are 3 independent variables in the research which are e-service quality, brand image, and customer trust. Whereas there is one dependent variable which is customer loyalty. In this research, I applied the survey to 111 customers who experience online shopping on the Shopee platform. The result shows that e-service quality and customer trust have a positive impact on the customer loyalty in Shopee while the brand image is found negatively react to the customer loyalty in Shopee. Besides, this research could as a guide to the e-commerce industry other than Shopee by improving its e-service quality and customer trust to gain customer loyalty to sustain their business operation.