2026-09-21T16:54:43Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00009769 2024-09-03T08:43:18Z 1582963436320:1582965660463

Online Retail Ethics, Customer Satisfaction and Loyalty of Wai Si Thu International Company Limited (Win Thu Zar, 2022) Win Thu Zar This study aims to analyze the influence of online retail ethics on customer satisfaction and loyalty of Wai Si Thu International Company Limited (WSTICL), men and women online fashion shop in Yangon. The specific objectives of the study are to analyze the influence of online retail ethics on customer satisfaction with online shopping at WSTICL and to analyze the effect of customer satisfaction on customer loyalty with WSTICL. To reach these objectives, primary data are collected from 120 randomly selected customers. These 120 are selected from total 8000 online buyers at WSTICL. Their responses are gathered through questionnaire surveys with a self-administered questionnaire by using Google Form through marketing manager of WSTICL. The result of this study indicates that the factors of reliability fulfillment, service recovery, security and non-deception have a positive effect on customer satisfaction of WSTICL. The study also found that customer satisfaction has a positive effect on customer loyalty of WSTICL. In this study, for higher customer satisfaction and customer loyalty, the firm should communicate well with potential customers and frequent customers, with timely explanation for any order design, delay or issues. To achieve customer satisfaction and customer loyalty, Wai Si Thu International Co., Ltd should emphasize on the online retail ethics practices especially on reliability fulfillment, service recovery, security. In addition, it should also focus on non-deception practice. 2022-10-01 https://meral.edu.mm/records/9769