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CUSTOMER LOYALTY IN E-COMMERCE: AN EMPIRICAL STUDY AMONG WORKING PROFESSIONALS IN TIRUNELVELI CITY

. Dr.A.Michael John,SJ, Assistant Professor Shyamala K, Research Scholar Xavier Institute of Business Administration, St Xavier’s College, Affiliated to Manonmaniam Sundaranar University, Tirunelveli.


Abstract

Customer loyalty is about ensuring promising experiences and retaining the customers delighted to stick to the brand for longer. It is directly associated with E-Commerce platform's growth, retention, and scaling up ability. E-Commerce has become an inevitable player in the current marketing situation and has seen a massive rise in the number of consumers. The pandemic has also paved for the shift in the shopping pattern of consumers. The rise in the number of E-Tailer’s has given consumers more choice and there arises a pattern where consumers tend to switch easily between E-Tailer’s owing to many influencing factors. This study aims to analyse various factors influencing E-Loyalty of the consumers and their impact on customer retention. E-Service Quality, E-Satisfaction and E-Trust are the variables identified for the study from the review of literature and their influence on E-Loyalty determined.  A descriptive research design was used to study a sample population of 80 consumers who use E-Commerce. Non Probability sampling technique was employed to select the sample frame. The data was collected using structured questionnaire and analysed using Statistical Package SPSS 22 for the study. Multiple Regression and Correlation analysis concur the influence of the variables on E-Loyalty.

Keywords E-Commerce, E-Loyalty, E-Trust, E-Satisfaction, E-Service Quality, E-Tailing

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