"An Empirical Study of Customer Satisfaction and Loyalty in B2c E-Commerce Among Indian Youths"

Abstract

Loyal customers are essential for a business' success in an e-commerce environment. Despite the e-commerce industry's explosive expansion and popularity, businesses continue to have trouble winning over and keeping customers. Therefore, businesses must research the factors influencing customer loyalty in order to ensure their survival in a highly competitive market. This study assesses the influence of variables including online shop image, online shopping expectation, purchasing experience, perceived value, customer satisfaction, and website trust on B2C E-commerce customer loyalty. Indian youths were the study's target group, and a questionnaire survey was used to collect data from them. The main findings of this study show that customer satisfaction and the online shopping image have a substantial impact on customer loyalty. Online shopping image, privacy, and buying experience were proven to have a substantial impact on customer happiness. This study contributes to a deeper knowledge of the variables influencing customer loyalty and happiness in an e-commerce environment, particularly among young people.