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

Abstract

Trust is an important element of basic human feelings (e.g., honesty and sincerity) in addition to being an element of website confidence in an Information Technology (IT)-based environment. Hence, to gain consumer’s trust in virtual world, the e-service providers or e-service marketer must be trustworthy. The purpose of this study attempts to examine the direct effect of trustworthiness (benevolence, competence, and honest) on customer e-loyalty and e-satisfaction in Malaysia. This is because the trustworthy online stores may therefore affect consumers’ purchasing intention via online. Three hundred and ninety five respondents participated in the study. SmartPLS 2.0 (M3) was used as the main analytical tools to establish the results. The findings indicated that trustworthiness is positively related to customer e-loyalty and e-satisfaction. Implications of the findings, potential limitations of the study, and directions for future research were discussed further.