Analysing E-Loyalty Dynamics in Fashion E-Commerce through Survey-Based Analysis

Neha Arora; Kavita Chaudhary

doi:10.14502/tekstilec.67.2024048

Authors

Neha Arora Department of Design, Banasthali Vidyapith, 304022 Rajasthan, India Author https://orcid.org/0000-0001-5935-2658
Kavita Chaudhary Department of Design, Banasthali Vidyapith, 304022 Rajasthan, India Author https://orcid.org/0000-0001-9829-5932

DOI:

https://doi.org/10.14502/tekstilec.67.2024048

Keywords:

e-loyalty, digital age, marketing strategies, consumer perceptions, SPSS

Abstract

This research paper delves into the intricate dynamics of e-loyalty in the context of fashion e-commerce. The study aims to scrutinise and evaluate the effectiveness of marketing strategies utilised by fashion e-commerce retailers, with a specific focus on cultivating customer loyalty in the digital realm. A robust survey methodology was implemented to collect and analyse data from a diverse sample of fashion e-commerce consumers. The survey method encompassed key aspects such as customer satisfaction, brand perception, online shopping experience and engagement with loyalty programmes. Through the application of advanced statistical techniques offered by SPSS, including bivariate analysis and factor correlation, the study seeks to unearth valuable insights into the factors influencing e-loyalty in the highly competitive landscape of online fashion retail. The findings are expected to contribute significantly to the existing body of knowledge in e-commerce marketing, providing actionable recommendations for fashion retailers to enhance their strategies and cultivate enduring customer relationships in the digital age. This combined survey-SPSS approach ensures a rigorous and data-driven exploration of the intricacies of e-loyalty, contributing to the advancement of understanding and practice in fashion e-commerce marketing strategies using SPSS. Moreover, survey methodology was implemented to collect and analyse data from a diverse sample of fashion e-commerce consumers to establish the correlation among various dependent and independent variables.

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