E-commerce branding towards customer loyalty

Ting, Pei Ying (2024) E-commerce branding towards customer loyalty. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

E-commerce businesses are facing the challenge of developing and maintaining customer loyalty in the continuously evolving electronic marketplace. The study discusses that the e-commerce businesses encounter to develop and maintain customer loyalty in the fast-paced digital industry. This study aims to fill this gap by investigating the detailed connection between e-commerce branding strategies and the concept of customer loyalty, with an emphasis on brand identity, brand image, and the general customer experience. This study aims to investigate various aspects of e-commerce branding and customer loyalty, such as analysing brand elements and examining the relationship between branding factors and customer loyalty. The study will thoroughly examine ecommerce branding techniques and their impact on digital customer loyalty. The quantitative method used to collect the data of quenstionnaire survey. The research questions are on understanding the connections between brand aspects, brand awareness, brand experience, and customer loyalty in the e-commerce industry. The study is organised into many chapters, including an introduction, literature review, research methodology, data analysis and interpretation, discussion of findings, and conclusions. This study aims to provide a significant contribution to the current understanding of e-commerce branding and consumer loyalty. It seeks to provide valuable insights that can be used by professionals in the field. In conclusion, the findings proof that the hypothesis, which was there is a significant relationship between brand awareness and customers loyalty in e-commerce, and there is a significant relationship between brand experience and customers loyalty in e-commerce.

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