Driving loyalty through satisfaction and Trust in e-environment: A case of developing Country


  • Muhammad Zeeshan Assistant Professor, UCP Business School - University of Central Punjab, Lahore Pakistan
  • Rizwana Bashir 2Associate Professor, UCP Business School - University of Central Punjab Lahore, Pakistan




Online, satisfaction, customer, trust, Loyalty


Purpose – The objective of this study is to determine the factors that contribute to online shopping loyalty in Malaysian’s e-retailing environment. Design/methodology/approach–The research aim of this study focuses on Malaysian consumers. The study undertakes an empirical approach and therefore, data were collected through a self-administered online questionnaire and 291 responses were found to be usable. The structural equation modelling technique was used for the analysis of the data with the help of AMOS 22. Findings–The empirical results show that website perceived usefulness, ease of use, privacy/security and e-scape are significant predictors of web site e-satisfaction and e-trust. Furthermore, to establish an online loyalty, companies need to focus their attention on e-satisfaction and e-trust. Practical Implications – Although previous studies have investigated the pertinent issues about online retailing. However, very few studies have been conducted in developing counties like Malaysia. Furthermore, this study proposes a research framework which could be helpful for e-retailers to enhance consumes value by strategically focusing on online shopping loyalty. Originality/Value – The empirical results of this study address a serious gap in the existing literature especially in the context of an emerging country in the context of e-retailing.