Predicting customer retention through usability using machine learning
Master of Science in Computer Science
Faculty / School
Faculty of Computer Sciences (FCS)
Department of Computer Science
Date of Award
Dr. Syed Asim Ali
Committee Member 1
1) Dr. Syed Asim Al-Visiting Faculty, Department of Computer Science, Institute of Business Administration (IBA), Karachi. 2) Afshan Ejaz-Ph.D. Scholar, Department of Computer Science, Institute of Business Administration (IBA), Karachi.
MSCS Survey Report
Website usability, E-Business, Bayesian system
Abstract / Summary
Excessive use of the Internet has transformed the way business activities are conducted as consequences consumer Retention and consumer satisfaction got a new urge. Some researchers have proved that consumer satisfaction can solely be achieved by usability Moreover, It is also suggested that usability can be beneficial to improve trust levels because the easiness while using a system extends more understanding and a greater capacity to infer how the system will act. Therefore, usability has the potential to improve trust levels as well. Further Website Usability has the potential to impact on the intention of users to revisit any Website, consequently, it could be claimed that consumer retention is also directly connected to Website Usability. This research study focuses on the aspects that influence Customer Retention for a website. 6 hypotheses are designed and a research survey is conducted to prove these assumptions. In conclusion, it is proved that Trust, Satisfaction, and Trustworthiness have a positive impact on website Usability and Website Usability directly focuses on Consumer Retention.
Kumar, R. (2019). Predicting customer retention through usability using machine learning (Unpublished survey report). Retrieved from https://ir.iba.edu.pk/research-projects/34
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