Determinants of Customer Loyalty Towards E - Tailers in India : An Empirical Study

Authors

  •   Akshat Aditya Rao Research Scholar, R.A. Podar Institute of Management, Faculty of Management Studies, University of Rajasthan, Jaipur - 302 004, Rajasthan
  •   Rajesh Kothari Dean and Director, R.A.Podar Institute of Management, Faculty of Management Studies, University of Rajasthan, Jaipur - 302 004, Rajasthan

DOI:

https://doi.org/10.17010/ijom/2017/v47/i11/119296

Keywords:

E-Loyalty

, E-Tail, Survey, Exploratory Factor Analysis, Ordinary least Square

Paper Submission Date

, June 16, 2017, Paper sent back for Revision, August 7, Paper Acceptance Date, October 7, 2017.

Abstract

Purpose : This paper attempted to identify the factors responsible for e-loyalty among online shoppers in India. The study was mainly focused on online shoppers residing in tier I and II cities of India.

Research Methodology : A structured questionnaire was developed with the help of previous literature on customer loyalty in e-commerce. This was mainly guided by the study of Srinivasan, Anderson, and Ponnavolu (2002). A survey method was adopted to collect data from the respondents actively engaged in online shopping. The study involved usage of exploratory factor analysis, ordinary least square (OLS), t - test, and ANOVA to gauge the significant variables driving customer e-loyalty.

Research Findings : The present study documented five significant variables that affected e-loyalty of online shoppers in India. These are Choice, Community, Cultivation, Convenience, and Character. The research also exhibited variation in e-loyalty across the demographic variables.

Contribution : The present study contributes to extant literature by bridging the gap between theory and practice. It also guides Indian e-tailers by suggesting imperative factors and their relationship with e-loyalty.

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Published

2017-11-01

How to Cite

Rao, A. A., & Kothari, R. (2017). Determinants of Customer Loyalty Towards E - Tailers in India : An Empirical Study. Indian Journal of Marketing, 47(11), 48–60. https://doi.org/10.17010/ijom/2017/v47/i11/119296

Issue

Volume 47, Issue 11, November 2017

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

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