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Online Retail Ethics, Customer Satisfaction and Loyalty of Wai Si Thu International Company Limited (Win Thu Zar, 2022)

https://meral.edu.mm/records/9769
d0c6197d-8dbd-4368-8fcb-b2647f342349
2981477f-311c-433f-bee5-343a796fe23c
Publication type
Thesis
Upload type
Other
Title
Title Online Retail Ethics, Customer Satisfaction and Loyalty of Wai Si Thu International Company Limited (Win Thu Zar, 2022)
Language en
Publication date 2022-10-01
Authors
Win Thu Zar
Description
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.
Thesis/dissertations
Yangon University of Economics
Dr. Yan Yan Myo Naing
0
0
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