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.