IMPACT OF E-SERVICE QUALITY, BRAND IMAGE AND TRUST ON CUSTOMER LOYALTY IN SHOPEE
| dc.contributor.author | LOO YAO HEE | |
| dc.date.accessioned | 2023-05-30T06:14:08Z | |
| dc.date.available | 2023-05-30T06:14:08Z | |
| dc.date.issued | 2022 | |
| dc.description | Programme: BMBL Course: MAL3017 PROJECT DISSERTATION Student ID: BMBL2009105 | |
| dc.description.abstract | 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. | |
| dc.identifier.uri | https://digitallibrary.peninsulacollege.edu.my/handle/123456789/320 | |
| dc.language.iso | en | |
| dc.title | IMPACT OF E-SERVICE QUALITY, BRAND IMAGE AND TRUST ON CUSTOMER LOYALTY IN SHOPEE |