Exploring the Influence of Trust on E-Tail Customer Loyalty

Online retail business is prospective business format for the next generation having high growth potential currently. The growth potential of the online retail business in India has attracted leading international players like Amazon, eBay etc and their entry would increase competition in this business segment. A loyal customer is steady with the company particularly in making regular purchases and has a good perception towards the company. A loyal customer will recommend other prospective purchasers to the e-tail firm through word of mouth. The analysis result apparent from the data concluded that Customer loyalty is directly influenced by Trust. Trust takes in to consideration the previous experience and will ultimately lead to customer loyalty. When trust goes beyond a certain level it will become commitment. Customer satisfaction along with trust is an indicator of customer loyalty. For further research, a qualitative analysis has good scope for research to get e-tail customers feedback using in-depth analysis.