Emergence of Online Relationship Marketing in the Age of COVID-19: Importance of Personalization of Websites Towards Customer Loyalty in Retail e-Commerce Industry

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2021

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Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka

Abstract

Online presence and technology have recently altered establishing relationships between businesses and their clients due to the interference of COVID-19. Nonetheless, there is a lack of emphasis and theorization in describing the relationship between Online Relationship Marketing activities and their influence on company relationship marketing objectives in Sri Lanka. As a result, this research aims to examine the signaling impact of Online Relationship Marketing operations such as Personalization, E-Service Quality, and Customer Satisfaction of e-commerce websites towards Customer Loyalty and examine the influence made by Online Trust on the relationship of Online Relationship Marketing and Customer Loyalty. A quantitative study was carried out by gathering data from a sample of 384 e-commerce consumers through an online survey. Hypotheses were tested using SPSS software. The study's findings proved that the Personalization of e-commerce websites has a positive and significant impact on Customer Loyalty, and Online Trust significantly mediates this relationship. Moreover, the indirect impact of E-Service Quality and Customer Satisfaction towards Customer Loyalty through Online Trust is higher than the direct impact. This study highlights the importance of online relationship tools used on e-commerce websites and its need to communicate appropriate signals to influence Online Trust and Customer Loyalty. Further, the other factors influencing Customer Loyalty towards e-commerce websites in the Sri Lankan context have yet to be studied.

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Keywords

Customer Loyalty, e-Commerce, Online Relationship Marketing, Online Trust, Personalization

Citation

Ramachandran, Y; Gunawardane, Nisal (2021), Emergence of Online Relationship Marketing in the Age of COVID-19: Importance of Personalization of Websites Towards Customer Loyalty in Retail e-Commerce Industry, 6th Student Research Conference in Marketing (SRCM 2021), Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka. Page 80

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