Page 35 - IMDR JOURNAL 2023-24

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

Regression analysis

Table 8: Regression estimates

Estimate S.E. C.R. P Label
CE1 <--- WF 0.6 0.125 4.815 *** par_1
CE1 <--- IQ 0.354 0.065 5.452 *** par_2
CE1 <--- INT -0.108 0.034 -3.15 0.002 par_3
CE1 <--- COG -0.113 0.114 -0.989 0.323 par_4
CE1 <--- PART -0.068 0.042 -1.603 0.109 par_5
CE1 <--- PI -0.094 0.044 -2.125 0.034 par_22
CL <--- CE1 0.603 0.04 1.063 0.288 par_6
Source: Author Calculations

The table above shows that the weight of website quality (0.6) has a significant impact on customer
engagement. This implies that website features have the greatest influence on user engagement, followed by

information quality. Customer engagement (0.603) has a larger influence on customer loyalty. This table
provided evidence to support the study's hypotheses.

Hypothesis Discussion
The hypothesis we set for conducting research is that the variables website feature, information quality,

interactivity, participation, purchase intent, and customer engagement are associated with customer
satisfaction and that customer engagement is related to customer loyalty. This hypothesis is supported by

statistical results from primary data retrieved from Rohtak City customers. The hypothesis was thus validated

and the study concluded that customer engagement is a key factor in determining customer loyalty.

Table 9: Hypothesis results

Hypothesis Statement Remarks
Website features have a significant relationship with customer Supported
H1
engagement
Information quality has a significant relationship with Supported
H2
customer engagement
Interactivity has a significant relationship with customer Supported
H3
engagement
Participation has a significant relationship with customer Supported
H4
engagement
Cognition has a significant relationship with customer Supported
H5
engagement
Purchase intent has a significant relationship with customer Supported
H6
engagement
The degree of customer engagement and loyalty are Supported
H7
significantly correlated