Relationship Between Customer Satisfaction and Security

Relationship between Customer Satisfaction and Security

Guo Jun & Ismawati (2011) states that security on the Web as "the extent to which one believes that the World Wide Web is secure for transmitting sensitive information". Their studies found that online purchase intention positively associated with online purchase intention that mean customer will continue their intention in purchasing online when they feel secure about their safety. Elliot and Fowell (2000) studied also give similar finding that showed consumers’ perception of security-related issues was one of the most important factors in purchasing from a website which we know in result that security related with customer satisfaction in cause to hesitate or fear using e-purchase and their satisfaction has played a dominant role in influencing their attitude towards online shopping.

Security, in the form of keeping customers safe from an invasion of their privacy, affects customer satisfaction. If companies wish to maintain customer trust, they need to keep their promises regarding privacy. Since security is closely related to trust, violations of security norms may backfire in terms of losing customers and negative feedback. Assuring security may be especially important to services that require customers to share personal information with the service provider in order to receive the required services, especially when the associated risks are high. Johanna, Veronica, Minna & Allard, (2004). Customer will feel safe when their data will not be exposed to public especially when the data is about their personal information and also their financial information. Online seller should use secure system for customer make online payment and not publicity exposed their customer data. Customer satisfaction will come after company concern about their security. This is like Jong-Chul, Sung-Joon & Byung-il, (2011) said that customers’ consciousness of web security has a significant effect on purchase...