Respondents of the study questionnaire in general argued that the websites have not taken adequate security measures and thereby, they do not have trust in online shopping. However, customer trust and loyalty are very important in online shopping, and customers do continue to shop at the websites which they have shopped before and recognized as trustable.
Following conclusions are derived with hypothesis testing in this study; as a company’s perceived security of online shopping site increases, also does the customer trust. With increasing level of customer trust in online shopping, loyalty also increases. All in all, customer loyalty depends on the security measures provided by online shopping websites; these measures improve the perceived security and consumer trust, which in return increases the loyalty.