The Effects of Online Cues and Perceived Risk on Customer Loyalty: An Empirical Study Among Online Footwear Buyers in India

The Effects of Online Cues and Perceived Risk on Customer Loyalty: An Empirical Study Among Online Footwear Buyers in India

Sanjeev Prashar (IIM Raipur, Chhattisgarh, India) and Pranay Verma (Amity International Business School, Amity University, Uttar Pradesh, Noida, India)
Copyright: © 2020 |Pages: 12
DOI: 10.4018/IRMJ.2020040104
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Abstract

This article investigates the influence of perceived risk upon product display satisfaction, price comparison satisfaction, assortment satisfaction, and customer loyalty for footwear retail sales conducted online in India. 458 survey responses from college students who had purchased footwear online were analyzed. The findings show that price comparison satisfaction is the most important factor influencing assortment satisfaction. Assortment satisfaction leads to customer loyalty. The model suggests perceived risk is vital for customer loyalty, and that males and females perceive the relationship between product display satisfaction, assortment satisfaction, and price comparison satisfaction differently. Product display satisfaction, price comparison satisfaction, and assortment satisfaction are antecedents to customer loyalty but independent of perceived purchase risk
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Literature Review And Hypotheses

<i>Product Display</i> (PD) Satisfaction</div><p>A product’s visual appeal (Krasonikolakis, Vrechopoulos, & Pouloudi, 2011), affects the senses of the customer, and so product display (PD) satisfaction. According to Cheng et al., (2014), a product display can use texture, color, and style (Wu et al., 2013) in combination of color and shape (Reutskaja & Hogarth, 2009) to achieve a satisfactory two or three dimensional look. The objective of product display is to entertain, inform, educate and persuade the customer (Pegler, 2012). Murray et al. (2010) have posited that the amount of space allocated to a product for display determines the demand for a product, meaning a more spacious product display is better for sales than a cluttered one (Ballantine, Jack, & Parsons, 2010).</p></div></div></span><div id="article-list"><h2 class="margin-top"> Complete Article List </h2><div class="search-contents"><span class="text"> Search this Journal: </span><span class="text-box-container"><input id="txtKeywords" type="text" maxlength="50" onkeypress="return SearchJournalFulltextHandleEnter(event, 1073, '');" title="Full text search term(s)" class="SearchTextBox TextBoxWatermark text-box" /></span><div class="inline-block search-contents-xs-full-width"><span class="search"><span class="search-button" onclick="RemoveSpecialCharacters();SearchJournalFulltext(1073, '');"></span></span><span class="reset"><span onclick="RemoveSpecialCharacters();SearchJournalFulltextReset();" class="link-gray-s">Reset</span></span></div></div><div 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