Factors Influencing Customers Loyalty Towards Electronic Commerce

DOI

10.2991/ahsseh.k.220105.018How to use a DOI?

Keywords

E-Commerce; Customer Loyalty; Customer satisfaction; trust; Service quality

Abstract

Long term growth of any firm is depends upon profitability. Customer retention and customer loyalty is very important for growth of any firm. The objective of this paper is to identify the factors which influence the customer’s loyalty towards business to customer (B2C) electronic commerce (E-Commerce) and mediating effects of customer satisfaction and trust on customer loyalty. The results of the study showed that user interface quality has positive significant effect on customer satisfaction and trust. Information quality has significant effect on customer satisfaction but not on trust. Privacy and security has also not significant towards customer satisfaction but significant to trust. Customer satisfaction and trust are positively related with each other and mediating the customer loyalty with determinants of service quality. Result of regression analysis shows that dependent variable e-commerce loyalty is influenced by e-customer satisfaction and e-trust. It is cleared that electronic customer satisfaction (ECS) and electronic trust (ET) are direct antecedents of electronic customer loyalty (ECL) towards B2C E-Commerce.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Pankaj Misra
AU  - Anjana Pandey
PY  - 2022
DA  - 2022/01/18
TI  - Factors Influencing Customers Loyalty Towards Electronic Commerce
BT  - Proceedings of the 2nd International Conference on Sustainability and Equity (ICSE-2021)
PB  - Atlantis Press
SP  - 147
EP  - 154
SN  - 2667-128X
UR  - https://doi.org/10.2991/ahsseh.k.220105.018
DO  - 10.2991/ahsseh.k.220105.018
ID  - Misra2022
ER  -