Impact of Electronic Commerce Practices on Customer E-Loyalty: A Case Study of Pakistan

International Journal of Research in Commerce, IT & Management, Vol. 2, No. 10, October 2012

12 Pages Posted: 23 Oct 2012

See all articles by Muhammad Tausif

Muhammad Tausif

COMSATS Institute of Information Technology

Riaz Ahmad

affiliation not provided to SSRN

Date Written: October 21, 2012

Abstract

The purpose of this paper is to explore the impact of electronic commerce practices such as customization, care, and contact interactively on customer’s E-loyalty. We collected data through structured questionnaires from customers of Amazon. We examined the relationship between independent variables i.e. care, customization, contact interactively and dependent variable customer’s e-loyalty. This research study basically tries to find out the importance of electronic commerce tools and preferences of the customers of Amazon. Sample of 100 customers was taken to measure the extent of relationship among variables. We used t test, regression and correlation to test our hypothesis whether the relationship among variables is positive or either negative. The results of the study show that there is positive and significant relationship among independent variables i.e. care, customization, contact interactively and dependent variable i.e. customer e-loyalty.

Keywords: Contact Interactively, Customization, Care, E-Loyalty

Suggested Citation

Tausif, Muhammad and Ahmad, Riaz, Impact of Electronic Commerce Practices on Customer E-Loyalty: A Case Study of Pakistan (October 21, 2012). International Journal of Research in Commerce, IT & Management, Vol. 2, No. 10, October 2012, Available at SSRN: https://ssrn.com/abstract=2165315

Muhammad Tausif (Contact Author)

COMSATS Institute of Information Technology ( email )

Pakistan

Riaz Ahmad

affiliation not provided to SSRN ( email )

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