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The Influence of Assortment Satisfaction on Customer Loyalty: An Empirical Survey of Students

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  • Pranay Verma

    (Footwear Design Development Institute, Noida, India)

  • Anil Kumar Sharma

    (Footwear Design Development Institute, Noida, India)

Abstract

This study investigates how assortment satisfaction is predicted for purchase of online footwear and its consequences. This research is interplay of product display, customer loyalty, perceived risk and price comparison to ascertain their relationships. It examines the association between intrinsic cues and assortment satisfaction. This article also probes the well-established relationship between satisfaction and loyalty by way of assortment satisfaction and customer loyalty. The impact of product display, customer loyalty and price comparison on assortment satisfaction has been empirically verified by exploratory factor analysis and tested by structural equation modeling. The findings prove that price comparison is the most important factor influencing assortment satisfaction. Assortment satisfaction leads to customer loyalty. The authors develop a model that jointly optimizes assortment satisfaction for product display and price comparison and builds customer loyalty.

Suggested Citation

  • Pranay Verma & Anil Kumar Sharma, 2017. "The Influence of Assortment Satisfaction on Customer Loyalty: An Empirical Survey of Students," International Journal of Online Marketing (IJOM), IGI Global, vol. 7(4), pages 39-51, October.
    • Handle: RePEc:igg:jom000:v:7:y:2017:i:4:p:39-51
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