Indian Journal of Marketing

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


Affiliations
1 Research Scholar, R.A. Podar Institute of Management, Faculty of Management Studies, University of Rajasthan, Jaipur - 302 004, Rajasthan, India
2 Dean and Director, R.A.Podar Institute of Management, Faculty of Management Studies, University of Rajasthan, Jaipur - 302 004, Rajasthan, India
     

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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.


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, 2017 ; Paper Acceptance Date : October 7, 2017.

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

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Authors

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

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.


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, 2017 ; Paper Acceptance Date : October 7, 2017.




DOI: https://doi.org/10.17010/ijom%2F2017%2Fv47%2Fi11%2F119296