A study on relationship between customer satisfaction and loyalty in online shopping

Online shopping is an important revolution of the Internet retail marketing in this new digital era. It has attracted many users to try online shopping as a preferred shopping channel. The number of consumers preferring internet for their shopping needs has been constantly gaining importance mainly because of its easy convenience and availability at all time. As modern day consumers are running short of time many consumers do their transactions online. Internet online shopping is seen as a boon to manage both shopping and work as consumers can look at the online stores websites and purchase products in comfort of their home. This study is to identify the relationship between customer satisfaction and loyalty in online shopping and five hypothesis formulated. Total Participation was from 194 respondents and the samples were selected by convenience sampling method Results indicate that when consumers perceive brick and motar shopping as inconvenient, their intention to shop online is greater, the online shopping intention, attitude and loyalty are not only due to ease of use alone, but also by factors like trust, product quality, Service quality, previous online shopping Satisfaction experiences and easy access in online shopping. The correlation and regression test was used to identify the relationships. Findings suggest the there is significant relationship between customer satisfaction and loyalty in online shopping.