The Role of Website Pleasure on Customers’ Retention: A Systematic Review

Emmanuel O.C. Mkpojiogu, Mercy I. Aghahowa


 The paper examined the role of website pleasure on customers’ retention. It dealt thoroughly with the concept of website and customers’ satisfaction. The work reviewed a good number of studies from other sources based on the topic. The work went further to assess the measurement of customer retention, distinguishing between behavioural intention and actual customer behaviour. It assessed the different studies which involve various metrics to measure customer repurchase intention and actual repurchase behaviour. The work also considered antecedents and drivers remarking that customer satisfaction serves as a direct driver of customer retention in a wide variety of organization. Hence, the organisational use of the website is focused on enhancing the visibility of their internet exposure to their existing and potential customers. The method employed in the research involves the review of articles and journals from various databases. It made use of the following search strings; Google Search, ResearchGate, Science Direct, Searchnode, Yotpo and Google Scholar. The research made use of the total number of 6 databases. The total number of articles covered was 24 while the selected articles was 19. The work also estimated and recorded the percentage which accrued to each study which were stated as follow: on security the percentage was 16.7%. Speed percentage recorded 18.7%, on navigation 22.2% was realized, optimization recorded 37.5%, response had 10%, follow-up had 18.7% while target had 26.3%. The study also had an extensive discussion on each result which added to the basic explanation and understanding of the main topic of the work.

Keyword: Customer retention; Website pleasure, 

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