AUTHORITY ENFORCEMENT AND CUSTOMERS’ LOYALTY IN ONLINE PURCHASING: ISLAMIC PRACTICES AS A MODERATOR IN MALAYSIA

Abstract

The research was designed to fill the gap in the existing body of knowledge regarding authority enforcement towards online purchasing and achieving customers’ loyalty through satisfactions based on marketers’ activities such as promotional, communication, quality of product and delivery time frame. While customers’ satisfactions will be determined for customer’s rights. In addition, this research extended previous effort done in an online context by providing evidences that achieving customers’ loyalty by improving authority enforcement, with role of Islamic practices moderating the customers’ loyalty. Probability sampling will use to select respondents with previous online purchase experience. Correlation and hierarchical regression was used to analyse the direct and indirect relationship between authority enforcement, customers’ loyalty and role of Islamic practices while pre-test was used to see the initial effectiveness of regression. Finally, the research highlights the significant effect of customers’ loyalty on the authority enforcement towards online purchase.