Journal Press India^®

Author Details ( * ) denotes Corresponding author

Purpose: Today with the advancement of e-commerce and online consumer shopping trends the significance of creating and retaining e-loyalty in electronic market places has come into picture in marketing theory and practice. Managing the consumer confidence, satisfaction, loyalty and attitude of ecommerce services is necessary for growth in a long run for a business as the competition in ecommerce is intense; it becomes more important for shopping online. This paper attempts to seek out loyalty and satisfaction of university students of Bhutan in organized ecommerce sites. Considering the factors acceptance of technology and quality of service in online, the study seeks to check the relationship and impact of “e-satisfaction” and “e-loyalty” in the context of online shopping among university students of Bhutan.

Design/Methodology/Approach: This study uses a descriptive statistics, reliability and correlation analysis through SPSS and structural equation modeling (SEM) through AMOS as an analytical tool to explore the demographic frequencies and to explore how the students among university of Bhutan are influence by external factors that is technology acceptance factors and service qualities.

Findings: The research result of this study shows that the technology acceptance has a direct and positive effect on customer satisfaction and customer loyalty. Further, the study reveals that quality of service in online shopping has a direct and positive influence on customer e-satisfaction and e-loyalty. When the influence of customer e-satisfaction was checked on customer e-loyalty, the same was found to positive and direct. With the help of SEM, it was found out that quality of service online has more influence on customer satisfaction as compared to technology acceptance factors and this will ultimately lead to customer loyalty.

Research Limitation/Implications: This study is mainly focused on the online purchase behavior among the university students of Royal University of Bhutan, thus the results of this study cannot be generalized to the whole of the nation or demography that not related to the university students like higher income groups, higher age group, and people with negligible exposure to technology etc. Further, the psychological factors are expected to change with the penetration and usage of technology and subsequently change completely with advent of new technology.

Originality/Value: This paper is an original paper based on the primary data collected from the students of Royal University of Bhutan.

Keywords

Online Shopping, TAM factors, Online Service Quality, Customer Loyalty, Customer Satisfaction, University Students.

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