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| Hovedforfatter: | |
|---|---|
| Format: | Recurso digital |
| Sprog: | |
| Udgivet: |
Zenodo
2026
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| Online adgang: | https://doi.org/10.5281/zenodo.19723974 |
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Indholdsfortegnelse:
- <p>This research explores the concept of brand loyalty among online consumers using e-commerce platforms in <br>Mumbai. The study aims to identify the major factors that influence customer loyalty and the reasons behind <br>switching between platforms in a competitive digital environment. It examines the role of product quality, <br>pricing, customer service, emotional attachment, and platform features in shaping consumer preferences. <br>Primary data was collected through structured questionnaires from online shoppers in Mumbai and analyzed <br>using percentage methods, charts, and hypothesis testing. The results indicate that product quality and price <br>are the most influential factors affecting brand loyalty, while emotional connection plays a comparatively <br>limited role. The study also reveals that consumers are likely to switch platforms when better value, wider <br>choices, or improved services are offered. These findings provide useful insights for e-commerce companies to <br>enhance customer satisfaction and retention.</p>