UNDERSTANDING CUSTOMER E-LOYALTY THROUGH THE LENS OF E-SERVICE QUALITY: A PERSPECTIVE FROM THE SKINCARE INDUSTRY OF PAKISTAN
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Date
2023-05-17
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DEPARTMENT OF BUSINESS ADMINISTRATION KINNAIRD COLLEGE FOR WOMEN UNIVERSITY LAHORE,
Abstract
According to multiple research findings, a business's profitability is directly impacted by customer’s e-loyalty. Due to the intense competition created by the rapid expansion of online retailing, businesses must ensure that their customers continue to be devoted to them for their next purchase to make businesses profitable. Our study explores the influence of e-service quality factors on customer’s e-loyalty with the reference to organic skincare industry of Pakistan. This research follows a quantitative approach and utilizes a survey questionnaire as the primary tool for data collection. The survey is administered to customers of selected skincare brands in Pakistan. Non-random convenience sampling is used for the selection of the desired sample. A total of 300 questionnaires were distributed among customers to get the desired number with accurate and reliable data. We have used SPSS to analyze the results of our research. Cronbach’s alpha value for all our study variables was found to be above 0.7. The results of the correlation analysis indicate a statistically significant association between three variables, namely customer e-loyalty (CEL), customer satisfaction and e-service quality. The regression analysis disclosed that the factors of e-service quality that include reliability, customer service and security/privacy which have shown to have positively affected customer satisfaction and CEL. It is suggested that skincare brands prioritize improving these factors in their online services. The relationship between the variables of our study was also explained with the help of planned behavior theory. This theory supports the relationship between e-service quality, customer satisfaction and CEL, by proposing that e-service quality can influence attitudes, perceived behavioral control and subjective norms, sequentially affecting the intentions of consumers to remain loyal and overall satisfaction with the e-service. The study recommends investigating the effects of post-purchase activities such as customer services and customer relationship management: as this plays a crucial role in shaping CEL towards brands. Additionally, exploring cross-cultural differences can provide valuable insights into the determinants of CEL, as customer satisfaction and e-loyalty are influenced by varying social norms, values, and preferences.