Abstract: With the expansion of technologies and increasing use of internet, the online market is blooming at a noticeable rate. Online Shopping is now a well-known term for the people of all ages. Businesses are constantly trying to find new strategies that can help them gain loyal customers, in order to avoid the considerable cost of attracting new customers. The competition among online companies is to increase sale by getting new customers, make their shopping cart full, and make customers repurchase. To do this companies need to have an idea on cluster of their target customer and customers’ demand. The present study seeks to provide a deeper understanding of the brand experience phenomenon in online context by investigating the impact of e-brand experience on e-satisfaction and e- loyalty. This thesis analyzes if service quality has any significant impact on brand loyalty, where customer satisfaction is used as an indicator for brand loyalty. Furthermore, this thesis aims to measure the impact that service quality has on customer satisfaction, as well as if service quality has any significant effect on brand loyalty. This study also aspires to further explore the correlation between the different factors that cause a consumer to become loyal to a brand.
Keywords: Customer Satisfaction, Brand Loyalty, E-Commerce, E-SERVQUAL.
Title: Effects of Service Quality on Clothing E-Commerce Customer Satisfaction and E-Brand Loyalty
Author: Fati Djibrill Hanounou, Assist. Prof. Dr. Muhammed Talha Narci
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Vol. 10, Issue 1, April 2022 - September 2022
Page No: 371-379
Research Publish Journals
Website: www.researchpublish.com
Published Date: 20-July-2022
