E-Satisfaction and E-Loyalty: Two Main Consequences of Online Buying Attributes

The aim of this study is to examine the effect of most important factors of online shopping such as brand, price, and service quality on consumer's e-satisfaction and e-loyalty comparatively. It is for understanding the better online shopping in the Indian e-commerce context. The paper uses thorough literature review of closely related articles to analyze and confirm the conceptual model proposed in the research. The results indicate that Indian consumers are still price sensitive and influenced by branded products and excellent service quality while online shopping. However, service quality directly as well as positively affects both e-satisfaction and e-loyalty. The paper is different of its kind to discuss comparatively to the impact of brand, price and service quality on Indian customer e-satisfaction and e-loyalty. The study shows that the service quality aspects of online shopping websites need to be strengthened to motivate consumers to buy online.