Introduction Consumer engagement forms the pinnacle of satisfaction in the sensitive service environment (Lovelock & Wirtz 2011). When the perceived goodness is aligned to the goal of customer engagement, it is easy for a service company to create strategic value addition in services offered to customers. Thus, the proposed Secure Online Shopping System (SOSS) will provide consumers with the platform to buy tickets online without fear of internet insecurity. The Proposed SOSS model The element of continuance is essential in investigating the concepts of adaptability and acceptance by customers in the process of online purchasing decisions. Consumer trust and satisfaction are the key determinants of continued purchase of a particular service, especially when the service is online as is the case within the ticketing business. In the face of globalisation and the e-commerce development, companies offering the same services may resort to strategic value addition as part of competitive advantage assurance. The ticketing company may compete via service delineation by concentrating on the value addition strategy in the proposed SOSS model. Therefore, the new service called SOSS, which is proposed in the management of the online ticketing business, will form part of the actual customer safety guarantee service. The proposed model will be necessary in proactive customer attraction and retention amidst competition from other players offering the same ticketing services. Besides, the proposed model is equipped with necessary safety systems to protect the customer from online scammers (Baker, Magnini, & Perdue 2012). The proposed system will maximise the security of customers who are buying the tickets online since it protects the identity of the customers, thus ensuring confidentiality. Alternatives, risks, and assumptions The main alternative may be to create a complete system modelled on the concept of single market segment for the online ticket customer. This alternative is not suggested since it aims at establishing the broadest possible mechanism for optimising customer satisfaction in the same way as the SOSS. The risk may be the inability to modify the features which ensures that the online tickets are appealing and appropriate to target clients, since consumer preferences is this industry is unpredictable (Frow, Ngo, & Payne 2014). How SOSS will reduce perceived risk of potential customers The service that proposed SOSS will create is free since the targeted customers are expected to view the same as part of the company’s value addition. Rather, customers will only be charged for the service and any other related costs. Besides, the targeted customers will take care of their own internet costs. Reflectively, the proposed SOSS will reduce the service duration and cost that the customers incur, thus, the company will benefit from the economies of scale as a result of increased customer traffic (Ryals 2008). In relation to the proposed SOSS, purchasing or interaction process “refers to the mechanisms, procedures and flow of activities through which a service is delivered to customers” (Ryals 2008, p. 29). Lloyd, Harris, and Reynolds (2004) note that value addition through the SOSS improves ticketing e