The study of encounter service quality among Malaysian' online retailers towards customer loyalty

This study aims to examine whether service quality influences customer loyalty. There are five variables used in this study which are efficiency, requirement fulfilment, recovery, privacy, and safety of delivery as independent variables while customer loyalty is a dependent variable. This study used a quantitative approach with a cross sectional time horizon within two weeks. Due to safety reason during the pandemic of Covid-19, this study make use an online survey questionnaire as method to collect the data. A total of 44 items were used as instrument in the online survey questionnaire that was adopted from previous studies. The study has distributed 800 forms of online survey questionnaires in a Google form via social media tools such as WhatsApp, Facebook, and Telegram. Data were collected within two weeks and successfully to get 160 students as respondents from four public universities in the northern region of Malaysia. There are five hypotheses that have been constructed and analyzed in this study. From the data
analysis, the study managed to achieve two hypotheses which are accepted. The results show that the factors of efficiency and privacy have a significant component that influenced the customer loyalty in online shopping.