E-tail quality and brand loyalty in Thai social commerce

Abstract

Social Networks are becoming one of powerful channel of transaction. Customers are comfortable to shopping online and easy to switch their mind to other competitors as well. Hence, sellers have to find the suitable techniques to get competitive advantage to maintain customers’ loyalty. E-tail qualities, including information and graphic designs, website reputation and service reliability was used to measure diverse aspects of online transaction base on consumers’ online experience which help to evaluation customer behavior and find out the right technique to fulfill customers’ need to become loyalty to the brand. The objective of this study is the first to empirically test whether E-tail qualities are positively impacted on brand loyalty in social commerce Thailand. The statistical analysis was analyzed using factor analysis and linear regression. The results have shown that E-tail qualities components are positively significance on brand loyalty.