Determinants of customer satisfaction and loyalty in e-commerce settings: an emerging economy perspective

Goutam, Doddahulugappa and Gopalakrishna, B. V and Ganguli, Shirshendu (2021) Determinants of customer satisfaction and loyalty in e-commerce settings: an emerging economy perspective. International Journal of Internet Marketing and Advertising (IJIMA), 15 (3). pp. 327-348. ISSN 1477-5212

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: E-commerce is one of the rapidly mushrooming industries in the world. The rapid development of information technology has granted numerous opportunities for e-commerce players as well as online shoppers. In this era of digital-marketing, satisfying customers becomes one of the fundamental goals of the e-retailers. Specifically, earning the satisfaction and loyalty of consumers and sustaining in the business is an arduous challenge for e-retailers in this competitive market. Additionally, the influencing factors that drive the customers’ purchase decisions in the e-commerce platform are also an essential consideration. This study explores the determinants of consumer satisfaction and loyalty in an e-commerce environment. The researchers propose website service quality, privacy, product quality, price, and timely delivery as predominant determinants of e-satisfaction and e-loyalty. The final sample size was a total of 230 online buyers. Hypotheses were tested using structural equation modelling (SEM). The findings indicate that the price, product quality and timely delivery have a positive effect on e-satisfaction as well as e-loyalty. However, website service quality does not affect e-satisfaction and e-loyalty. The study infers that privacy affect only e-satisfaction. Correspondingly, the study reveals that there is a direct and significant impact of e-satisfaction on e-loyalty.

Item Type: Article
Uncontrolled Keywords: e-commerce; e-satisfaction; e-loyalty; structural equation modelling; SEM.
Subjects: Marketing
Marketing > Customer Relationship
Divisions: Marketing Management
Depositing User: Mr. Muralidhara D
Date Deposited: 30 Sep 2021 04:45
Last Modified: 30 Sep 2021 04:45

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