Consumer loyalty enhancement through product design in e-commerce

Abstract

What affects the Consumer Loyalty of any firm? How can it be improved? Is it through continuous discounts, cash backs, rewards, price drops, UI/UX? The answer is yes to all , but do all the firms already not using these stmtegies? So, what are the new ways companies are trying to engage the customer and increase Loyalty? What are those ways mainly in the E-commerce indus tty, which is in the rage now? With the COVID-19 pandemic-induced lockdown, an increase in the demand led to a surge in the number of customers and players in theE-Commerce Industry, where Loyalty plays a vital role as the switching costs are low. Moreover, most of the trends will be short as the replication costs are low, so the companies need to innovate continuously to engage the customer with the brand. One such initiative is a change in the product design by introducing donations at the checkout page. From the Moral Credential model, whenever the users purchase a lot (hedonic behaviour), they are more likely to do good deeds like donations as it affirms their social beliefs and feels relieved from selfish behaviour. So, our research found out that the type of purchase determines the willingness to donate. In addition, this research shows by letting the user know the specific usage of the charity amount, the user is more likely to donate. It also shows how this impacts the trust and perception towards the brand and how it varies across age, education, occupation, income, location. These findings help the companies how to target different customers in different ways.