MARKETERS’ COMMITMENTS 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 marketers’ commitments 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 marketers’ commitments, with role of Islamic practices moderating the customers’ loyalty. Probability sampling was used to select respondents with previous online purchase experience. Correlation and hierarchical regression will use to analyse the direct and indirect relationship between marketers’ commitments, 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 marketers’ commitments towards online purchase.