Degree
Master of Science in Computer Science
Department
Department of Computer Science
Faculty / School
Faculty of Computer Sciences (FCS)
Date of Submission
2019-01-01
Supervisor
Syed Asim Ali, Visiting Faculty, Department of Computer Science
Document type
MSCS Survey Report
Keywords
Abstract
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.
Recommended Citation
Kumar, R. (2019). Predicting customer retention through usability using Machine Learning (Unpublished MSCS survey report). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/survey-reports-mscs/66
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