The Impact of Trustworthiness and Customer e-Loyalty and e-Satisfaction

Trust, is tremendously essential element of basic human feelings (e.g., sincerity) in addition to being an element of website confidence in this digital world. In this regard, to enrich consumer’s trust in the comprehensive virtual environment, e-service providers or e-stores have to be trustworthy. In fact, trustworthy online stores itself may therefore affect online consumer purchasing intention. The main purpose of this study attempts to identify the impact of trustworthiness on customer e-loyalty and customer e-satisfaction in Malaysia context. In this study, commitment-trust theory is used as the theoretical base to explain the impact of trustworthiness on customer e-loyalty and customer e-satisfaction among Malaysian Internet users. The researcher used smartPLS 2.0 (M3) as the main analytical tool to test the proposed hypotheses. Three hundred ninety-five respondents participated in the study. Empirical results indicated that trustworthiness is positively related to customer e-loyalty and e-satisfaction. Several implications of the findings, limitations of the study and directions for future research were discussed in further. ?