Keywords
Brand Trust
E-Commerce
Online shopping
Structural Equation Modeling (SEM).
How to Cite
Abstract
Customer loyalty is a critical aspect of any company. Online purchasing is now fast catching up with traditional shopping. Several elements contribute to customer loyalty, such as building confidence in a brand or a certain product. The purpose of this study is to study role of service quality, website quality, and reliability in developing brand trust in online shopping and to study the relationship between brand trust and Loyalty. The primary data were collected through the structured questionnaire from the respondents which consists of 248 online shoppers across Kerala. Structural Equation Modeling was used to test the hypotheses. The study results that service quality, website quality, and reliability all contribute to online shoppers' trust in e-commerce firms and play a big part in converting them into loyal customers
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