| _version_ | 1866901179603091456 |
|---|---|
| author | Rahat Parveen Zahedi |
| author_facet | Rahat Parveen Zahedi |
| contents | <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> |
| format | Recurso digital |
| id | zenodo_https___doi_org_10_5281_zenodo_19723974 |
| institution | Zenodo |
| language | |
| publishDate | 2026 |
| publisher | Zenodo |
| record_format | zenodo |
| spellingShingle | A STUDY ON BRAND LOYALTY AMONG ONLINE SHOPPERS USING E-COMMERCE PLATFORMS IN MUMBAI Rahat Parveen Zahedi <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> |
| title | A STUDY ON BRAND LOYALTY AMONG ONLINE SHOPPERS USING E-COMMERCE PLATFORMS IN MUMBAI |
| url | https://doi.org/10.5281/zenodo.19723974 |