An Analytical Assessment of the Precursors of E-Loyalty for Gen Z in the Indian E-Retail Sector
10 Pages Posted: 12 Oct 2019
Date Written: October 5, 2019
Purpose – This paper aims at building a inclusive theoretical model in order to comprehend and thereby, analyze the factors affecting e-loyalty in the Indian e-retail industry.
Design/methodology – A detailed review of literature to form the theoretical model followed by a Descriptive research design i.e. consumer survey which aimed at studying the buying behavior of Generation Z in terms of e-loyalty during online shopping. Associational research design was implemented to understand relationship between the identified variables and for testing the hypothesis.
Findings – E-loyalty is a multi-dimensional construct could be impacted by many variables. Trust, Satisfaction, Perceived Value and Convenience motivation impact e-loyalty. The trust, satisfaction, perceived value and convenience motivation are affected by the website service quality, switching costs, price, and reputation of the website and customer characteristics.
Implications – The paper develops a conceptual model that is empirically as well as statistically confirmed. Ithas direct implications for e-retailers. They are encouraged to regularly monitor service quality and accordingly initiate service delivery improvements to maintain loyalty.
Originality/value – The paper collates and examines recent e-loyalty study findings. It presents a comprehensive, conceptual model encompassing research work and a holistic view of various aspects affecting e-loyalty. Although a large amount of loyalty research has been done, each studying a particular service, this paper comprehensively brings together various research findings. Also, it brings about the conceptual framework based on review of literature and further, empirical research.
Keywords: e-loyalty, e-satisfaction, e-trust, customer behavior, e-commerce
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