A Study on the Relationship Between Customer Loyalty and Customer Trust in Online Shopping

Umama Nasrin Haque and Rabin Mazumder
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Umama Nasrin Haque: University of Engineering and Management, Kolkata, India
Rabin Mazumder: Institute of Engineering and Management, Kolkata, India

International Journal of Online Marketing (IJOM), 2020, vol. 10, issue 2, 1-16

Abstract: Recently, the online market environment is quite competitive, and the organizations have to make sure to focus on continuously meeting the current and potential needs of the customers. Customer loyalty is primarily achieved by satisfying customer's expectations. In online shopping, since the products are intangible, it is important to build trust among the customers. Organizations need to thoroughly understand the consumer behavior and consumer needs in order to create and implement effective customer retention strategies. This study attempts to study the relationship between customer loyalty and customer trust in online shopping since trust is the glue that holds the customer relationship together in the current competitive market. Data is collected through the structured questionnaire. The results of this study legitimate the idea that trust of the customer acts as a mediating factor which enhances the loyalty of the customer in regard to the further purchase and consumption of the particular product or service in the online environment.

Date: 2020
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International Journal of Online Marketing (IJOM) is currently edited by Hatem El-Gohary

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