Web site design, trust, satisfaction and e-loyalty: the Indian experience

Purpose – With the rapid expansion of global online markets including India, researchers and practitioners are challenged to understand drivers of customer satisfaction, trust and loyalty towards web sites. The paper aims to focus on web site design, which is expected to influence whether customers revisit an online vendor.Design/methodology/approach – Participants in India evaluated a local and foreign web site of the same online vendor. Surveys and interviews were used to collect the data.Findings – The results indicate significant preference for the local web site in almost all design categories. Further, the local site instilled greater trust, satisfaction and loyalty. Data collected for this study are compared with parallel work conducted using the same procedures in four other countries.Research limitations/implications – The current investigation is relevant for researchers who aim to expand knowledge concerning the impact of web site design related to user trust, satisfaction and loyalty. The work...

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