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Abstract:

This study examines the connection between customer satisfaction and loyalty in online shopping, with a focus on Sterling Star, a luxury goods retailer operating through Facebook in Myanmar. As e-commerce continues to expand—especially on social media platforms like Facebook—businesses must constantly adapt to increasing competition and evolving customer expectations. This research explores the key factors that influence customer satisfaction, including product quality, delivery speed, responsive customer service, and trust, while also analyzing how these factors drive customer loyalty, resulting in repeat purchases, brand advocacy, and long-term customer relationships. This research employs a mixed-methods approach, combining quantitative surveys to assess customer satisfaction and loyalty with qualitative interviews that offer deeper insights into customer experiences. The findings underscore the vital role of trust in bridging satisfaction and loyalty, while also revealing how personalized engagement strategies contribute to customer retention. Furthermore, the study identifies communication gaps and areas for improvement in Sterling Star’s Facebook-based operations, providing opportunities to enhance the overall customer experience. The insights from this study offer actionable recommendations to enhance customer satisfaction, boost social media engagement, and foster long-term customer loyalty in an increasingly competitive digital landscape. While these findings are particularly relevant to Sterling Star, they also shed light on e-commerce trends in emerging markets like Myanmar. This research provides valuable guidance for businesses aiming to strengthen customer relationships through social media and implement sustainable growth strategies in the online shopping sector.

Author: NANG SAN SWAN