The Effects of Online Cues and Perceived Risk on Customer Loyalty

This article investigates the influence of perceived risk upon product display satisfaction, price comparison satisfaction, assortment satisfaction, and customer loyalty for footwear retail sales conducted online in India. 458 survey responses from college students who had purchased footwear online were analyzed. The findings show that price comparison satisfaction is the most important factor influencing assortment satisfaction. Assortment satisfaction leads to customer loyalty. The model suggests perceived risk is vital for customer loyalty, and that males and females perceive the relationship between product display satisfaction, assortment satisfaction, and price comparison satisfaction differently. Product display satisfaction, price comparison satisfaction, and assortment satisfaction are antecedents to customer loyalty but independent of perceived purchase risk