E-Loyalty: An empirical study of Delhi-NCR online environment

Accepting to IMAI report, internet economy of India will raise 200US$ by 2020 and will provide five percent to country GDP. India is currently second most internet user base with 391 million users. As stated in a study by Nelson, R. (2012) satisfied customer inclines to share their positive experience with other users. Thus the present study aims to explore the factor that impact satisfaction and how it successively affects e-loyalty in online environment amid youths in Delhi-NCR. A random sampling of 150 responses were gathered through Delhi-NCR and it took almost a month to complete the whole process in gathering and analyzing the data. The relevant data was analyzed using SPSS 2 and reliability of the data was confirmed and regression analysis was adopted to test the hypothesis. Result of the study yielded three independent factors namely site design, information quality and security influencing customer satisfaction, further security was discovered to be the most critical factor affecting customer satisfaction level, however eservice quality was found insignificant in developing customer satisfaction. Furthermore, it was found that customer satisfaction significantly impacts customer loyalty in online shopping. Overall, finding of the study presents a holistic approach that would guide effective managerial implication in understating customer satisfaction measures.