THE ROLE OF SERVICE QUALITY AND ONLINE TRUST IN MAINTAINING CLIENTS FOR MALAYSIAN ONLINE ENTERPRISES

Abstract

Customer retention is critical for firms to optimise their profits. As a result, this study was created to examine the relationship between website design, privacy, online trust, customer satisfaction, and retention. The study employed a cross-sectional research design. The research was conducted quantitatively. The data was acquired from Islamic Banks' customers in Kuala Lumpur. The data were acquired using questionnaires adapted from previous studies. The questionnaire was constructed using a Likert scale and distributed randomly. The questionnaire was issued to 490 Islamic e-banking customers in Malaysia. The study received 64.48 percent of responses. Smart PLS 3 was used to evaluate the data. The study's findings indicated that website design, privacy, online trust, and e-satisfaction all affected client retention. Additionally, this study revealed statistical evidence supporting the mediation function of e-satisfaction. The study's conclusions can assist Islamic bankers in developing Islamic banking policies.