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A Customer Loyalty Model for Online Retail in India

A Customer Loyalty Model for Online Retail in India

Debasish Mishra
Copyright: © 2016 |Pages: 17
ISBN13: 9781466698949|ISBN10: 1466698942|EISBN13: 9781466698956
DOI: 10.4018/978-1-4666-9894-9.ch007
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MLA

Mishra, Debasish. "A Customer Loyalty Model for Online Retail in India." Handbook of Research on Strategic Supply Chain Management in the Retail Industry, edited by Narasimha Kamath and Swapnil Saurav, IGI Global, 2016, pp. 113-129. https://doi.org/10.4018/978-1-4666-9894-9.ch007

APA

Mishra, D. (2016). A Customer Loyalty Model for Online Retail in India. In N. Kamath & S. Saurav (Eds.), Handbook of Research on Strategic Supply Chain Management in the Retail Industry (pp. 113-129). IGI Global. https://doi.org/10.4018/978-1-4666-9894-9.ch007

Chicago

Mishra, Debasish. "A Customer Loyalty Model for Online Retail in India." In Handbook of Research on Strategic Supply Chain Management in the Retail Industry, edited by Narasimha Kamath and Swapnil Saurav, 113-129. Hershey, PA: IGI Global, 2016. https://doi.org/10.4018/978-1-4666-9894-9.ch007

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Abstract

Sustaining long term growth requires businesses to manage customer loyalty very judiciously. Empirical studies have been conducted in many countries to investigate the relation between e-loyalty and its antecedents in the online retail business. However empirical research on these lines is virtually non-existent in India. This chapter describes a theoretical model for investigating the influence of the antecedents: e-satisfaction, e-trust, e-service quality, and fulfilment on e-loyalty in the online retail context in India. The theoretical model is used as a basis to formulate hypotheses. The hypotheses are tested with data collected from a survey of online customers. The output from these tests show that e-satisfaction is the variable which affects e-loyalty to the maximum followed by e-service quality variables. E-trust directly affects e-loyalty and also indirectly through e-satisfaction. It is also established that e-service quality variables indirectly affect e-loyalty through e-satisfaction and e-trust. Fulfilment indirectly affects e-loyalty through e-satisfaction.

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