FACTORS IMPACTING CUSTOMER RETENTION RATE IN ONLINE BUSINESSES

Abstract

Purpose: The purpose ofthe study is to identify the impact oftrustworthiness and website usefulness on customer loyalty and satisfaction which leads to increase the retention rate in online businesses. Methodology & Design: In this research, the data has been collected from 255 respondents including both males and females through questionnaire having close ended questions. The data is further analysis using frequency table, graph and regression. Findings: In this research, we analyze that trust worthiness and website usefulness has moderate effect in building customer loyalty and satisfaction. Limitations: This research is very important for all the online ventures to increase the switching cost and retention rate of customers by focusing on the following grounds: • Companies need to attractively visualize their own website. • Connecting their web portals to local advertising department. • Sponsoring a mega public event • Sharp Focus on their marketing Strategies