Abstract
Sustaining long term growth requires businesses to manage customer loyalty very judiciously. Empirical studies have been conducted in many countries to investigate the relation between e-loyalty and its antecedents in the online retail business. However empirical research on these lines is virtually non-existent in India. This chapter describes a theoretical model for investigating the influence of the antecedents: e-satisfaction, e-trust, e-service quality, and fulfilment on e-loyalty in the online retail context in India. The theoretical model is used as a basis to formulate hypotheses. The hypotheses are tested with data collected from a survey of online customers. The output from these tests show that e-satisfaction is the variable which affects e-loyalty to the maximum followed by e-service quality variables. E-trust directly affects e-loyalty and also indirectly through e-satisfaction. It is also established that e-service quality variables indirectly affect e-loyalty through e-satisfaction and e-trust. Fulfilment indirectly affects e-loyalty through e-satisfaction.
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