Antecedents of e-loyalty towards online shopping: An empirical analysis of Indian online customers

In recent years, online shopping has entered the phase of exponential growth. The use of Internet for shopping and information gathering has become an essential channel. In order to remain competitive, e-retailers need to adopt effective measures to satisfy their customers’ needs and wants. This would help them to enhance their customers shopping experience and win their loyalty towards them (Nelson, 2012). Following the same line, the present study aims to examine the factors influencing customer loyalty in an online shopping environment, especially amongst the citizens of developing country like India. Furthermore, this study also examines the impact of online customer's trust, customers’ behavioral intention and e-satisfaction on e-loyalty in an online shopping environment. Based on the analysis of the data collected from 207 responses, the authors have presented a model that is based on all such factors and has the potential to influence customers’ loyalty towards online shopping. However, the authors have limited the scope of the present paper to antecedents of e-satisfaction only. Overall, the findings of this study would help marketers to formulate and implement effective online marketing strategies, as well as in the decision making process.