Factor Influencing Customer Engagement Behavior On Customer Loyalty Online Shopping Activities in Kota Bharu, Malaysia.

The significant growth of online shopping makes the competition in this industry become more intense. Maintaining customer loyalty has been recognized as one of the essential factor for business survival and growth. The purpose of this study is to examine empirically the influence trust, perceived risk, satisfaction and habit on customer loyalty in online shopping. This paper describes a theoretical model for investigating the influence of trust, perceived risk, satisfaction and habit on customer loyalty toward online shopping. Based on the theoretical model, hypotheses were formulated. The primary data were collected from the respondents which consists of 397 Kota Bharu citizen. Multiple regression and qualitative analysis were used to test the study hypotheses. The empiric study results revealed that trust, perceived risk, satisfaction and habit have significant impact on customer loyalty toward online shopping.