Determinants of Customer Loyalty Dimensions: E-Commerce Context in Emerging Economy Perspective

Doddahulugappa Goutam, Gopalakrishna B. V. and Shirshendu Ganguli
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Doddahulugappa Goutam: National Institute of Technology Karnataka, Surathkal, India
Gopalakrishna B. V.: National Institute of Technology Karnataka, Surathkal, India
Shirshendu Ganguli: T A Pai Management Institute, India

Journal of Electronic Commerce in Organizations (JECO), 2021, vol. 19, issue 1, 1-23

Abstract: This study aims to explore the factors influencing attitudinal, affective, as well as cognitive loyalties. Theoretical framework was developed by integrating the e-service quality, e-satisfaction, e-loyalty (the three dimensions), e-commitment, and e-trust. Nine hundred thirty-seven valid replies were collected from internet shoppers through using email survey method. Exploratory factor analysis as well as Structural equation modeling was accomplished to examine the anticipated model by using SPSS-V23 and AMOS-V23. Results confirm that e-service quality has an influence on satisfaction, trust, and commitment. The authors have considered e-satisfaction, e-trust, and e-commitment as mediating variables between e-service quality and e-loyalty dimensions and tested for it as well. E-satisfaction has a substantial impact on e-trust and trust acts as a mediator between satisfaction and attitudinal, affective, and cognitive loyalty. Further, e-trust has an influence on commitment and commitment acts as a mediator between trust and attitudinal, affective, and cognitive loyalty. Moreover, commitment has a positive effect on attitudinal and cognitive loyalty but does not have any impact on affective loyalty.

Date: 2021
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