The impact of online shopping convenience on satisfaction, loyalty, and word-of-mouth in Indian context
by Pankaj Deshwal; Shantanu Prakash; Isha Agrawal
International Journal of Business and Globalisation (IJBG), Vol. 36, No. 1, 2024

Abstract: This paper aims to examine the impact of online shopping convenience dimensions (access, search, evaluation, transaction, post purchase convenience) on customer satisfaction, loyalty and word-of-mouth (WOM) publicity in the Indian context. A questionnaire was used to collect the responses from online shoppers. Finally, linear regression analysis was performed on 202 responses revealing that online shopping convenience dimensions positively impact customer satisfaction, loyalty and WOM publicity in the Indian context.

Online publication date: Fri, 12-Jan-2024

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