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Title A STUDY ON USABILITY FACTORS TO RETAIN CUSTOMERS

Author(s) ASIFA ZAMURD

Abstract Customer retention refers to activities and actions taken by organizations in order to retain customers. The key factor of growth and long term profits of any organization is customer retention. Different studies have been conducted to understand and identify possible factors that contribute in customer retention. User interface of mobile applications potentially plays an important role in retaining customers especially in context of mobile applications. There is a need to further explore the role of user interface in customer retention. The main aim of this research is to study usability factors to retain customers in the context online ride hailing services. Firstly, literature review is done to find out the possible usability factors that could led to customer retention. Mostly mentioned usability factors by the researchers are ease of use, effectiveness, efficiency, usability (interaction with interface) and user satisfaction. Secondly, these factors are used as a base to develop questionnaire for the survey. A survey is conducted to see whether there is a correlation between usability factors and customer retention, particularly in the context of ride-hailing services. The sample size for the survey is 446. After doing statistical analysis by using Pearson’s Correlation method it is proved that there is positive relationship between customer retention and usability factors in case of ride hailing services. Effectiveness is one of the factor with highest frequency in literature review and it also got highest value 0.7145 that is greater than critical value 0.09 so it proves that it is an important factor that should be taken into consideration while developing any application in order to retain customers. Based on the statistical analysis all factors significantly contribute towards user retention. Ease of use is the factor having least significant value 0.5363 as it is closely related to the critical value so this factor can be said as showing signs of least significant factor as compared to other factors.

Type Thesis/Dissertation MS

Faculty Engineering and Computer Science

Department Engineering

Language English

Publication Date 2023-03-06

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