earticle

영어

With intense competition, online retailers face the critical challenge of customer retention amidst the propensity for switching brands. Thus, understanding the factors influencing customer switching behavior in this domain is paramount for sustaining market share and fostering brand loyalty. This study aims to delve into the intricacies of customer switching behavior, specifically in the context of baby care products. By employing survey method and convenience sampling technique, 384 responses were collected and analyzed using PLS-SEM method and mediation analysis. By investigating the mediating role of e-satisfaction between positive and negative switching barriers and e-loyalty, this research seeks to provide valuable insights into the underlying mechanisms shaping consumer preferences and loyalty in the landscape of e-commerce. Identifying and comprehending these factors can empower online retailers to tailor effective marketing strategies, enhance customer satisfaction, and cultivate enduring relationships with their consumers.