Unleashing Effect of Muslim Online Shopping

Abstract

Many customers express high levels of intimidation when it comes to making on-line purchases. This is when word-of-mouth comes into the picture. Word-of-mouth has already demonstrated its significance in terms of driving business growth and effectiveness. However, little research has sought to identify the actual effect of WOM. Based on the existing stream of literature, this research aims to provide the insights into the underpinning of word-of mouth affecting Muslim consumer behaviour. Specifically, it is trying to determine the effect of word of mouth on trust and customers confidence. A total of 309 responses from questionnaire survey were collected from online Muslim customers around Kuala Lumpur. Many new discoveries were made in the analysis. Firstly, is the fact that in making online purchase, word-of-mouth plays a greater role in affecting customer confidence as compared to trust. The division has also led to further understanding of the effect of rapport and conflict handling towards relationship quality and commitment. The finding is indeed beneficial for future service business growth and development in the country.