تاثير رضايت از خريد آنلاين بر وفاداري مشتري با توجه به نقش جذابيت هاي جايگزين (مورد مطالعه: مشتريان ديجي كالا)

The effect of online shopping satisfaction on customer loyalty considering the role of alternative attractiveness (Case Study: Digikala Customers)

significance of customer loyalty as guarantee of sellers’ survival.

significance of customer loyalty as guarantee of sellers’ survival. The general objective of this project is to study the effect of online shopping satisfaction on customer loyalty considering the role of alternative attractiveness (Case Study: Digikala Customers).The study was conducted on buyers of items from Digikala. This study is a survey research as well as a field study. The required data was collected by collecting 518 questionnaires from online shoppers who used Digikala for their online purchases. To collect the data, convenient sampling method was adopted. The data was analyzed through SmartPLS2 Software. The results of data analysis suggest that negative and significant effect of customer satisfaction on alternative attractiveness, and negative and significant effect of alternative attractiveness on customer loyalty.