Abstract

Advances in Internet technologies have been increasing greatly and receiving much attention by most firms in the world today, towards marketing cost reduction and to have competitive edge.The major objective of the study is to examine the impact of online shopping practice on customer loyalty. A cross-sectional survey research design method was used. Stratified random sampling technique was employed for the sample selection. The sample size of 220 staff from selected online shopping stores in Lagos State, Nigeria was used. The statistical techniques used are the descriptive statistics, correlation and multiple regression analysis. The findings showed that trying to offer personalization in e-commerce and privacy in online shopping have positive effect on customer loyalty. It was concluded that online personalization can aid firms to build and sustain strong customer relationships. Privacy in online shopping seems a critical successful factor for e-commerce. Security is a privacy policy to secure private information from being used by other party which may be internal or external to the organizations. The study therefore recommended that companies should make available the technology for executing machine interactivity in online shopping environments that have the potential to provide customers with greater opportunities to access and compare product offerings.