An Empirical Analysis of the Dimension of Loyalty to Determine Customer Retention for E-Commerce

For your marketing

Possible founder application

Use to frame a lifecycle hypothesis and define customer-level outcomes; check whether the study's market and retention horizon resemble yours.

Reported result

What the study found

Attitudinal loyalty significantly strengthened retention more than behavioral loyalty; brand image mediated the attitudinal-loyalty/retention relationship.

Research question

What the authors investigated

Do behavioral and attitudinal loyalty predict e-commerce retention, and does brand image mediate the relationship?

Design

Primary-data survey from Delhi NCR analyzed with linear regression.

Sample and setting

Online-shopping respondents in Delhi NCR, India, in the post-pandemic context.

Scope and transfer

Limitations to keep in view

The publisher abstract identifies one geographic respondent pool and regression on primary survey data; it does not establish temporal or causal effects.

Research sources

SAGE abstract states Delhi NCR primary data, linear regression, the attitudinal-versus-behavioral result and mediation finding. Direct publisher-page retrieval was recorded on 2026-10-09; this profile uses the publisher abstract/metadata and does not claim independent review of unavailable full text.