Factors Effecting Loyalty Intention and Digital Consumer Behaviour: Examining Moderating Role of Brand Attachment

Abstract

The primary objective of the current research is to investigate the impact of Digital Customer Relationship Management (CRM), Electronic Service Quality (E-SQ), online trendiness, online interaction, and brand attachment on digitized consumer behaviour, with a focus on the mediating role of loyalty intention. Additionally, the research explores the moderating influence of brand attachment in this context. Data for the study were collected through a questionnaire developed based on an extensive review of relevant literature. This questionnaire was administered to online shopping customers utilizing convenience sampling. The effective response rate for the study was 59.42%. The collected data were analysed using statistical tools such as SPSS and Smart PLS 4. The findings of the study substantiate the significant impact of Digital CRM, E-SQ, online trendiness, and online interaction on loyalty intention. Furthermore, the study concludes that loyalty intention and brand attachment positively influence digitized consumer behaviour. Additionally, the results affirm the moderating role of brand attachment. This research makes a valuable contribution to the limited literature on digital consumer behaviour by incorporating factors such as online trendiness, online interaction, Digital CRM, and E-SQ. Moreover, it offers practical insights for practitioners and serves as a foundation for the development of strategies and future research endeavours in this domain.