The effect of customer loyalty on electronic sales with the mediating role of digital branding

Document Type : Research Paper

Authors

1 Master's degree, Department of Business Management, Payam Noor University, Tehran, Iran.

2 Professor, Department of Business Administration, Payam Noor University. Tehran. Iran.

10.22034/cbsj.2023.139050.2535

Abstract

the Internet development has changed the market from traditional view to the platform’s based. The aim of the present study is to achieve the effect of customer loyalty on the digital market with the mediating role of digital branding (the case study of Snova dealership in Isfahan). The statistical population of this research is all the customers of Snowa agency. Cochran's formula was used to determine the sample size, and 384 people were obtained at the 5% error level. A non-probability sampling method is available. The current research is applied in terms of purpose and descriptive-survey in terms of data collection method. The data collection tool is a standard questionnaire. The validity of the questionnaire was confirmed using content validity, convergent validity and divergent validity, and its reliability was confirmed through Cronbach's alpha coefficient. Structural equation model was used to test the hypotheses using Smart PLS software. The research results show that loyalty on online sales, loyalty on digital branding has a significant effect on online sales.

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