The mediating role of customer satisfaction in the influence of brand image on brand loyalty in e-commerce: a study of consumers in Chennai

Abstract

In the rapidly evolving domain of e-commerce, the significance of brand loyalty is recognized as a crucial element for maintaining a competitive edge. The influence of Brand Image and Customer Satisfaction on Brand Loyalty among e-commerce consumers in Chennai is examined in this study. A sample comprising 103 participants was utilized, and a structured questionnaire was employed to collect primary data regarding perceptions of brand image, levels of satisfaction, and intentions related to loyalty. Structural Equation Modeling (SEM) was applied through SPSS AMOS to validate the interrelationships among these latent variables. The hypotheses tested include the positive effects of Brand Image on Customer Satisfaction, the impact of Customer Satisfaction on Brand Loyalty, and the direct influence of Brand Image on Brand Loyalty. The findings of this research are anticipated to provide empirical evidence concerning the role of customer perceptions in promoting loyalty within the e-commerce setting. These insights are expected to guide marketers and e-commerce businesses in Chennai in the development of effective branding and customer satisfaction strategies aimed at enhancing long-term customer loyalty.

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