THE IMPACT OF E-DETERMINANTS ON CUSTOMER LOYALTY: A SOCIAL SUSTAINABILITY PARADIGM

Abstract

Online fashion markets in Pakistan are constantly facing challenges and continue practicing applying technological advancement to gain customers’ loyalty. To bridge this research gap, this study aims to examine the impact of e-factors (i.e., social media, search engine optimization, online display, and product innovations) on customers’ e-loyalty in the e-commerce fashion industry of Pakistan. Data was collected through an online questionnaire. A total of 366 sample data and statistical outcomes were analyzed. The initial test was performed by using SPSS. Assessment of measurement and structural model were performed by using PLS-SEM. The result shows that e-factors (i.e., social media, search engine optimization, online display, and product innovations) significantly and positively impact customers’ e-loyalty in e-commerce fashion markets. The study findings benefit local and international online fashion marketers, as they provide full knowledge about the importance of e-factors that shape and enhance customers’ e-loyalty. Fashion marketers can gain insights by developing search engine optimization, designing eye-attractive online displays, recognizing the importance of social media, and promoting product innovation. Study findings further help fashion marketers understand the importance of e-commerce, as the current generation prefers to buy online than physically visit fashion stores.