The Relationship Between Brand Loyalty and Customer Satisfaction in E-commerce Platforms
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The Relationship Between Brand Loyalty and Customer Satisfaction in E-commerce Platforms
Senjuti Kundu,
Guide: Apporva Mishra
Amity University, Chhattisgarh
Abstract
This research explores how customer satisfaction impacts brand loyalty in e-commerce, with a specific focus on Amazon. Based on a survey of 100 users, key factors such as website usability, delivery experience, discounts, and customer service were found to play a significant role in building loyalty. The findings suggest that improved satisfaction directly leads to more repeat purchases and positive brand perception.
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