The Impact of Website Design on Online Customer Buying Satisfaction and Loyalty to E-Tailers: An Exploratory Study of E-Tailers In India

The popularity of e-tailers has distorted the retail industry in India. Websites are becoming an important means through which customers get product information and purchase items for their needs. This research paper focuses on four dimensions (i.e., user interface, convenience, personalized recommendations, and perceived security of the website) to assess their impact on online customer satisfaction with and loyalty towards e-tailers. The study questionnaire used established measures. The data was collected from four large cities in India, namely Chennai, Mumbai, Kolkata, and Delhi. Analysis of the survey results suggests that perceived website security is the most important dimension for customer loyalty. E-tailers have to ensure adequate security provisions in their websites to build up consumer perceptions of trust and so repeat business loyalty.