Acquisition and retention · Primary-data survey from Delhi NCR analyzed with linear regression.
An Empirical Analysis of the Dimension of Loyalty to Determine Customer Retention for E-Commerce
Sunita Dwivedi (2023). An Empirical Analysis of the Dimension of Loyalty to Determine Customer Retention for E-Commerce. Journal of Content, Community & Communication. https://doi.org/10.1177/23949643221146061.
Plain-English take
Attitudinal loyalty significantly strengthened retention more than behavioral loyalty; brand image mediated the attitudinal-loyalty/retention relationship. For your marketing: Use to frame a lifecycle hypothesis and define customer-level outcomes; check whether the study's market and retention horizon resemble yours.
How much weight to give this
2.5/5 Evidence needs cautious interpretation
The 1–5 evidence-check score is a practical reading aid, not a formal peer review or a probability that a conclusion is true. It combines design strength (2 points), sample reporting (1), comparison/control clarity (1), and how much of the paper could be checked (1). Access affects how confidently this directory can assess a study, not the study's underlying quality. Blinding is reported separately because it is not relevant to every design.
Primary-data survey from Delhi NCR analyzed with linear regression.
Online-shopping respondents in Delhi NCR, India, in the post-pandemic context.
Judged from the publisher-described design and comparison; inspect the paper for complete analysis.
Publisher page and abstract were retrieved directly; full text was not assumed open.
Double-blind? Blinding was not established from the retrieved publisher record.
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.
Reported result
What the study found
Attitudinal loyalty significantly strengthened retention more than behavioral loyalty; brand image mediated the attitudinal-loyalty/retention relationship.
This is a paraphrase of the source. Check the original paper for definitions, estimates, statistical uncertainty and analysis details.
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.
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.
Evidence access
Publisher record and abstract retrieved; consult the linked paper for full methods and tables.
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.
If only an abstract or metadata was available, the profile is limited to claims supported there. A paper's paywall does not change its evidentiary status, but it limits what we can substantiate from accessible text.