WSEAS Transactions on Business and Economics | 2026
Authors: Barolli E.; Duraj B.; Xhyheri K.
DOI: 10.37394/23207.2026.23.35
Journal: WSEAS Transactions on Business and Economics
Year: 2026
Publisher: World Scientific and Engineering Academy and Society
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
The recent technological advancements and digital transformation across industries have highlighted the significance of trust that businesses must establish with customers in an increasingly digital world. Every action we take online generates a massive quantity of data, which we can use to improve customer experience, evaluate their buying habits, offer suggestions, collect health information, and so on. This research is based on two concepts: privacy and security. The goal of this paper is to discover the factors impacting Albanian customer loyalty based on their impression of privacy and security. Research questions and hypotheses have been developed to address the purpose of this paper and investigate how digital consumers react to privacy and security issues related to loyalty. The data gathered from a survey involving 703 people were analyzed using factor analysis, analysis of the econometric model and correlation. The findings of this study are intended to contribute to the advancement of consumer perception of privacy and security in Albania, as well as their impact on consumer loyalty. © 2026, World Scientific and Engineering Academy and Society. All rights reserved.
Albania; customer loyalty; Digital trust; Online shopping; perceived security; privacy of data