Chia Thian Sheung and Rashad Yazdanifard
The use of technology helps organizationsto get closer to customers and to build an ongoing relationship with them.As the usage of Internet grows rapidly in recent years, especially in online shopping and payment via Internet, we can observe that there is a rising number of people concerning about online privacy. Users are increasingly concerned about their own privacy when they go online, this has been repeatedly shown in studies developed by researchers. Thus, the way of compiling consumer data profiles may play an important role in assuring consumer satisfaction and trust have been fully taken into account.Customers’ perceived risk will be lower in electronic marketplace if they obtained a sufficient level of satisfaction as well as trust. Also, in a society having a high level of privacy awareness, the accessibility of privacy policieswhile navigating a website’s page and the understanding of relevant contents in the policy have been focused and considered by organizations to improve their service quality in terms of online privacy system. The purpose of this paper is presented is to allowus a better understanding of the online privacy measurements and to evaluate the usability of online privacy policies. We also examine the four aspects of policies and how they can be improved in order to meet more user satisfaction and trust.