University Dissertation: Customer Satisfaction and E-commerce Loyalty

This dissertation investigates the effectiveness of customer satisfaction on customer loyalty within the e-commerce sector, focusing on the UK market. The research explores the importance of customer satisfaction for e-commerce success, given the rising preference for online shopping. It examines factors impacting customer satisfaction, such as information quality, product quality, website usability, and timely order fulfillment. The study employs a positivism philosophy, deductive approach, descriptive design, and survey research strategy, collecting primary data from 70 e-commerce customers. Data analysis utilizes correlation and regression analysis via SPSS software to determine the relationship between customer satisfaction and customer loyalty. The findings reveal a positive correlation between customer satisfaction and customer loyalty, leading to the acceptance of the alternate hypothesis. The dissertation concludes with recommendations for improving customer satisfaction and ensuring effective customer loyalty in e-commerce businesses, along with suggestions for future research. The research aims to provide recommendations for the e-commerce businesses to improve customer satisfaction so that effective customer loyalty can be achieved.