IMPACT OF CONSUMER SATISFACTION ON CONSUMER LOYALTY: AMAZON VS FLIPKART

Abstract

This study explores the relationship between customer satisfaction and customer loyalty, specifically in the context of two leading Indian e-commerce platforms— Amazon and Flipkart. In today’s customer-centric business landscape, satisfaction is a vital benchmark that helps organizations evaluate their performance and enhance their offerings based on consumer feedback. A satisfied customer is more likely to return, recommend the service to others, and develop a lasting connection with the brand. Customer satisfaction not only signals potential for repeat business but also acts as a warning system when experiences fall short. Through this lens, satisfaction becomes a crucial indicator for identifying strengths and pinpointing areas that require improvement. The research highlights the importance of retaining customers, especially considering the higher cost of acquiring new ones and the value that long- term customers bring in terms of profitability. The study involved a structured questionnaire distributed among 100 respondents, aiming to understand purchasing behaviour and examine how satisfaction affects loyalty. The findings suggest that customer loyalty is influenced by the consistency of positive experiences, trust, and value perception. Ultimately, this research reinforces that businesses must prioritize customer satisfaction as a strategic tool for nurturing loyalty and securing long-term growth.