What constitutes brand loyalty in e-tailing?

Abstract

Bringing customers close to e-web stores using appropriate technology leads to brand loyalty, but only if the factors influencing brand loyalty in e-tail industry are known. The present study identified nine factors responsible for brand loyalty: quality of product, quality of service, variety, time, offers, discounts, return policy, price, and delivery charges. Further, mean analysis revealed that demographic variables and brand loyalty factors do have relationships, namely, age has a significant impact on quality service and return policy; education has a significant impact on quality product; income has a significant impact on quality product, quality service, and time duration; and occupation has a significant impact on quality service, time duration, and price. Thus focusing more and improving on these brand loyalty factors can build a strong brand loyalty among the existing customers and will also attract the potential customers, which will enhance the competitive advantage over other e-web stores.