A Study on Customer Loyalty Towards E-Commerce Platforms

The rapid expansion of e-commerce in recent years has transformed consumer buying behavior, competitive dynamics, and business strategies. Customer loyalty has emerged as a critical determinant for sustainable success in the digital marketplace, where switching costs are low and competition is intense. This study examines the factors influencing customer loyalty towards e-commerce platforms, focusing on variables such as service quality, trust, website usability, pricing, and post-purchase experience. Using a structured survey method with 100 respondents, the research analyzes customer perceptions and identifies key drivers that enhance loyalty. Findings suggest that trust, positive user experience, and reliable after-sales service significantly impact customer retention. The study offers actionable insights for e-commerce firms aiming to strengthen customer loyalty and improve long-term profitability