Investigating The Intervening Role of E-Satisfaction in The Formation of E-Loyalty Among Online Apparel Shoppers

Abstract

The current study investigates the effect of e-satisfaction in the formation of e-loyalty among online clothing customers. We evaluated four main hypotheses using empirical analysis, including the impact of recognisable brands, celebrity endorsements, and favourable pricing on e-satisfaction, as well as the overarching relationship between e-satisfaction and e-loyalty. The research population is limited to people between the ages of 20 and 55 residing in Hyderabad, Telangana, India. The participants are chosen using a convenience sampling procedure with a sample size of 150.The findings strongly confirm the assumptions, demonstrating that both well-known companies and celebrity endorsements have a considerable impact on e-satisfaction. Furthermore, while favourable pricing contributes to e-satisfaction, its impact is less than that of brand reputation and endorsements. Notably, e-satisfaction appeared as a critical intervening variable, with a strong and significant link to e-loyalty. The findings emphasise the importance of e-satisfaction in moulding e-loyalty, implying that businesses can deliberately spend in improving brand reputation, obtaining quality endorsements, and optimising price to maximise both e-satisfaction and eventual e-loyalty. These findings provide important insights for online clothing companies trying to increase consumer happiness and develop long-term loyalty.