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 also has implications for web designers or managers who seek to enhance the market attraction and retention of online web sites. Limitations of the study are that both the local and foreign web sites used were Samsung web sites and that only a single task (searching for a cell phone) was used. Originality/value Few studies have examined web design in relation to user outcomes such as trust, satisfaction and loyalty in international markets.