Effect of service quality, customer satisfaction, customer trust, and security on customer loyalty with respect to virtual organisation
by Brahmmanand Sharma
International Journal of Public Sector Performance Management (IJPSPM), Vol. 13, No. 3, 2024

Abstract: The main purpose of this research study is to examine the relationships with the effects of service quality (SQL), customer' satisfaction, trust and security on customer loyalty (CUL) with respect to virtual organisation. This study collected data from 227 e-shopper in Gwalior, Madhya Pradesh, primarily e-shoppers, using questionnaires with a seven-point Likert scale. Multivariate linear regression is used to analyse the collected data. The findings indicate that aspects of independent variable SQL, trust, and security have a positive correlation with CUL. Service security and trust have the greatest impact on these determinants. This means that virtual organisation can better satisfy their customers by improving the quality of their services by ensuring their security and trust. Additionally, customer satisfaction (CUS) and loyalty are strongly and positively correlated. That means, if customers are highly satisfied with services of virtual retailer, not only will they give additional business to the virtual retailer, but will also recommend it to others. This also means that customers are more likely to remain loyal to virtual retailer, as customer will be more delighted with services of virtual retailer.

Online publication date: Thu, 18-Apr-2024

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