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Web-store image dimensions and online retail customer loyalty: investigating mediators and moderators

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  • Pavleen Soni

Abstract

Purpose - In an era of burgeoning activity in online retail in India, the role of web-store design is paramount. Web-store design elements such as website functionality, brand assortment and product quality are expected to generate customer loyalty. Design/methodology/approach - Using data collected from 553 students from two universities in north India, the present study investigates the indirect effect of web-store dimensions (through website functionality, brand assortment and product quality) on online store loyalty via an enjoyment state (flow) and customer satisfaction. Serial mediation has been analysed through PROCESS macro developed by Hayes version 3.0. In addition to this, the moderating role of gender and purchase frequency has also been investigated. Findings - The present study renders support to serial mediation between website functionality, flow, customer satisfaction and loyalty. However, the path between brand assortment and loyalty is more strongly mediated by customer satisfaction only. Males experience less flow as compared to females while handling brand assortment on websites. The three-way interaction between brand assortment, gender and purchase frequency is also statistically significant. Originality/value - The study examines the manner in which online retailers can choose to build customer loyalty when they try to build retail image using web store functionality and /or product/brand assortments. The study offers insights to retailers about how and when to focus on hedonism versus customer satisfaction or both of them in conjunction to enhance customer loyalty. This study is important as it investigates the relationships in Indian scenario witnessing a high rate of growth in online retail which can tremendously affect these relationships.

Suggested Citation

  • Pavleen Soni, 2021. "Web-store image dimensions and online retail customer loyalty: investigating mediators and moderators," American Journal of Business, Emerald Group Publishing Limited, vol. 36(1), pages 20-34, January.
    • Handle: RePEc:eme:ajbpps:ajb-08-2020-0133
    DOI: 10.1108/AJB-08-2020-0133
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    Citations

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    Cited by:

    1. Nourhan Ah. Saad & Sara Elgazzar & Sonja Mlaker Kac, 2022. "Investigating the Impact of Resilience, Responsiveness, and Quality on Customer Loyalty of MSMEs: Empirical Evidence," Sustainability, MDPI, vol. 14(9), pages 1-20, April.
    2. Kumar, Sumit & Prakash, Gyan & Gupta, Bhumika & Cappiello, Giuseppe, 2023. "How e-WOM influences consumers' purchase intention towards private label brands on e-commerce platforms: Investigation through IAM (Information Adoption Model) and ELM (Elaboration Likelihood Model) M," Technological Forecasting and Social Change, Elsevier, vol. 187(C).

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