Enhancing Customer Engagement Through Brand Loyalty Drivers Among E-Consumers

Introduction

Due to its convenience and time-saving features, as well as the fact that companies provide significant discounts on products compared to brick-and-mortar stores, online shopping has grown highly popular among customers. The purpose of this paper is to synthesise prior research on brand loyalty among online consumers in order to create an abstract framework for this area. This essay tries to illustrate why it's crucial to cultivate brand loyalty in online shoppers so they may use e-commerce as a key tool for managing business resources. In order to better understand brand loyalty among e-consumers, this study synthesises existing research on the topic. It also identifies research goals for brand loyalty among e-consumers. Our comprehension of brand loyalty among e-consumers is expanded by an abstract framework of the factors that influence this group.

Building and sustaining brand loyalty in online consumers is crucial given the impressive expansion of e-commerce and online shopping trends. The internet nowadays is that the biggest medium of trade and the rationale behind the success of web as a viable trade choice is as a result of it’s simple to faucet and caters to a really giant audience, therefore pitching your product to a shopper size that's unthinkable. Brand loyalty, once ventures in to the net, creates a replacement structure bushed all. The attribute remains constant for complete loyalty, for a product retailed within the market or being oversubscribed through the web site. But the e-marketing groups of the corporate need to be artistic in their approach to amass and maintain the patron United Nations agency would go surfing the web site. The rationale behind it's once a shopper enters a store, the design and feel of the shop offers him sure psychological comforts. Once he becomes a client of the online, he needs the web site of the corporate to grant the texture and ease to surf simply and end the acquisition while not having any insecurity in mind. Therefore once web primarily based complete loyalty needs to be initiated, the e-marketeering factors modification plenty of dimensions for the corporate. Web is ever-changing the means shoppers look and purchase merchandise and services, and has quickly evolved into a world development. With the assistance of e business we will purchase something that's out there on the net. Through e business completely different sort of businesses has gained a chance to extend their sale and may maintain an on the spot relationship with its customers. E-business has helped plenty within the economic process of business throughout the planet. On-line searching trend has result in marketers round the world to offer stress on building complete loyalty among e-consumers. The increasing use of web by the younger generation in India provides a rising prospect for on-line retailers. It is standard to most of the net researchers that, the degree of on-line business-to-consumer (B2C) transactions is increasing annually at a really high rate. The importance of creating a devoted visitor base for an e-commerce website has grown with the introduction and development of “Business to Consumer” (B2C) e-commerce. The majority of the analysis has been limited to recommendations for practitioners on how to increase user loyalty to commercial websites. This study aims to evaluate brand loyalty literature in the context of online consumer behaviour in order to highlight the factors that influence brand loyalty among e-consumers.

The importance of retail brands or store brands has tremendously increased over the past two decades and contributed to changing many purchase and consumption behaviors, in particular in grocery stores. The concept of retail brands characterizes brands created, supervised and sold exclusively by a store. In India, they currently constitute from 5% to 6% of volume market shares [1], and compete in several product categories with major national and international manufacturer’s brands. It is a common phenomenon in UK where it contributes to about 45% to 50% (Buck, 1997; Burt, 2000). Their performance has altered manufacturer - retailer relationships by increasing the bargaining power of retailers (Narasimhan & Wilcox, 1998). Retail brands also play a major role in improving stores’ profitability (Ailawadi & Harlam, 2004),