A COMPARATIVE STUDY ON COMSUMER LOYALTY OF E-COMMERCE COMPANIES FLIPKART AND AMAZON

Abstract

This study compares Flipkart and Amazon in particular to delve into the nuances of client loyalty in the Indian e-commerce business. It uses a mixed-method approach to find the key variables affecting customer loyalty by combining surveys with other methods. According to the study, developing a following of devoted clients requires a variety of factors. On the one hand, it is essential to have concrete features like a user-friendly platform, competitive pricing, variety, and high-quality products delivered quickly. The report does stress, though, that loyalty is more than simply business. Strong brand identity and ethical business practices are critical, as demonstrated by the value of brand reputation and trust. The study demonstrates how Flipkart and Amazon use various approaches to foster customer loyalty. Flipkart creates a feeling of community by customizing the shopping experience for its customers through engaging marketing campaigns, special deals, and tailored suggestions. On the other hand, in order to expedite the shopping experience and encourage recurring transactions, Amazon places a high priority on a wide range of products, a strong logistical network, and reward programs like Amazon Prime. Notably, both businesses use artificial intelligence and data analytics to improve customer satisfaction and personalize services.One of the main challenges facing the e-commerce industry is security issues. While consumers like the ease of online purchasing, the survey notes that distrust and loyalty can be hampered by worries about data privacy, cybersecurity, and fake goods. According to the study, Flipkart and Amazon have taken steps to allay these worries, including putting strong security measures in place, guaranteeing authenticity, and keeping open lines of communication with their patrons. KEY WORDS: INDIA, E-COMMERCE, LOYALTY, FLIPKART, AMAZON, STRATEGY, FACTORS, CUSTOMER.