Impact of online shopping on brand loyalty: A study in Dhaka, Bangladesh
Author (s)
D. M. Yeamin Arnab, Anika Hoque, Md. Mofizur Islam Hridoy
Abstract
Brand loyalty is the most important aspect of the competitive market in the present times. Maintaining loyalty of customers towards a brand is essential and online shopping puts a huge impact on this factor. The purpose of this study is to inquire into the impact of online shopping on a customer’s loyalty towards a brand from a customer’s perspective by taking the opinions of the residents of Dhaka, Bangladesh. This paper gives a theoretical model to establish the bridge between brand loyalty and online shopping, both having an interrelation between them. Then the hypothesis is formulated. This paper took primary responses from 70 people living in Dhaka city and did a qualitative analysis of them. The result of this empirical study is that online shopping does have a significant impact on brand loyalty. Online platforms for shopping is more significant in dying companies and also running companies to grab the potential customers in this digitalized world and thus have a constructive effect on the brand loyalty is the core implication of this study.
Key words:Online shopping, Brand, Brand loyalty, Dhaka, Customer loyalty, Online.
| Title: | Impact of online shopping on brand loyalty: A study in Dhaka, Bangladesh |
|---|---|
| Author: | D. M. Yeamin Arnab, Anika Hoque, Md. Mofizur Islam Hridoy |
| Journal Name: | International Journal of Science and Business |
| Website: | ijsab.com |
| ISSN: | ISSN 2520-4750 (Online), ISSN 2521-3040 (Print) |
| DOI: | https://doi.org/10.5281/zenodo.3549671 |
| Media: | Online and print |
| Volume: | 3 |
| Issue: | 6 |
| Acceptance Date: | 12/11/2019 |
| Date of Publication: | 21/11/2019 |
| PDF URL: | https://ijsab.com/wp-content/uploads/426.pdf |
| Free download: | Available |
| Page: | 174-181 |
| First Page: | 174 |
| Last Page: | 181 |
| Paper Type: | Research Paper |
| Current Status: | Published |
Cite This Article:
D.M Yeamin Arnab , Anika Hoque, Md. Mofizur Islam Hridoy (2019). Impact of online shopping on brand loyalty: A study in Dhaka, Bangladesh. International Journal of Science and Business, 3(6), 174-181. doi: https://doi.org/10.5281/zenodo.3549671
About Author (s)
D.M. Yeamin Arnab, Bachelor of Business Administration, Army Institute of Business Administration, Savar Cantonment, Bangladesh.
Anika Hoque, (Corresponding author), Bachelor of Business Administration, Army Institute of Business Administration, Savar Cantonment, Bangladesh.
MD. Mofizur Islam Hridoy, Bachelor of Business Administration, Army Institute of Business Administration, Savar Cantonment, Bangladesh.
DOI: https://doi.org/10.5281/zenodo.3549671