Website Attributes, Customer Engagement and Retention: Empirical Evidence from Local Pakistani Companies

Sania Usmani (), Faraz Ahmed and Syed Hamza Sajjad
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Sania Usmani: Iqra University, Postal: 1, 1,
Faraz Ahmed: Iqra University
Syed Hamza Sajjad: Iqra University

Sukkur IBA Journal of Management and Business, 2019, vol. 6, issue 2, 58-80

Abstract: Website attributes of an e-commerce website enhance its visual and responsive appeal for awebsite. To have a closer view and insight of the website attributes, we investigatedthat how different website attributes such asaesthetic, affective, functional and symbolic affect the customer engagement and retention. We compared furniture and airline sector specificallyfour companies; Interwood &Habitt, PIA &Serene Airwebsites and its effect of customer’sengagement and retention.Data was collected from400 respondentsthrough survey method. Website of each company was shownand then they were asked to evaluate these websitesin terms of their aesthetic, affective, functional and symbolicappeal. All the relationshipsin this research were significant except a few.Affective attributes of Habitt, PIA, Serene website do not engage customers while aesthetic properties of Habitt and Serene Airlines do not retain customers.Also, affective properties have the most significant relationship with customer retentionfor all the customers of each company.Overall, results added useful insight into the literature on E-commerceand Marketing.

Keywords: Customer engagement; Customer retention; Aesthetic; Symbolic; Functional; Affective (search for similar items in EconPapers)
JEL-codes: M10 (search for similar items in EconPapers)
Date: 2019
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