Page 26 - IMDR JOURNAL 2023-24

IMDR’s Journal of Management Development & Research 2023-24

Unveiling the Secrets of Customer Satisfaction and Loyalty in Online Retail: A

Structural Equation Modelling Approach

Monika Sehgal* and Kavita Malik**

*Research Scholar, IMSAR, Maharshi Dayanand University, Rohtak, Haryana, India (E-mail:
monikasehgal34@gmail.com)

**Associate Professor, U.I.E.T, Maharshi Dayanand University, Rohtak, Haryana, India (E-mail:
drkavita.uiet@mdurohtak.ac.in

Abstract

The study unpacks the secrets of online retailers to achieve customer satisfaction and loyalty by adopting
different dimensions, techniques, tools of digital marketing. Prior research has been conducted to investigate

the impact of digital marketing on customer behavior; however, this study adds to the literature by offering

an understanding of the digital marketing dimensions needed to achieve engagement with customers,
customer satisfaction and loyalty. The study solicited 370 replies from customers of online stores in Rohtak.

To investigate the relationship between the recognized digital marketing variables (website features,
information quality, interaction, participation, cognition behavior, and purchase intent) and customer

satisfaction and loyalty, a structure equation model was formed. This study is useful for emerging online
retailers and suggests the ways to engage customers, to enhance customer satisfaction and make them loyal.

Retailers should focus on website features, information quality, interactivity, and participation, cognition

and purchase intent factors when using digital media. This study also found a noteworthy association
between customer satisfaction and loyalty, implying that customers who are pleased with the services

provided by an online retailer are prone to be loyal, which is required for survival in the digital realm.

Keywords: Digital Marketing, Online retailers, Customer satisfaction, Customer loyalty, Structure equation

model, Rohtak city.

Statement of Intended Contribution

The rise of the internet has opened up a whole new world of opportunities for online retailers. Online retailers
bring into play digital marketing strategies to promote their products and services, engage with customers,

acquire data about customer preferences, and optimize their business operations. Additionally, they leverage

digital media to build relationships with customers and create personalized experiences that drive loyalty. In
the digital age, customers are more aware and demanding; therefore, customer satisfaction has become more

complex, and making them loyal is a difficult task. This study explains and proves the relevance of the