Modelling on online Customer Satisfaction Index

This study examined the correlation between customer satisfaction (CS) and customer loyalty (CL) based on theoretic and mathematic model. The benefit of this research is to facilitate current online service providers to be more focus on factors that contribute to user satisfaction thus can increase its quality and user satisfaction as well. Furthermore, it is also purposed to endorse e-service to have online version and facilitate them on what factors contribute to user satisfaction so they can go online with competitive advantage along with the existence onlineservice providers. The study identified six factors that influence online customer lifetime value (CLV) such as expected quality, perceived quality, perceived value, customer satisfaction, customer complaints and customer loyalty.