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      • Internet-based brand loyalty in male and female : “It is difficult to attain male customers but easier to retain, female customers are easier to attain but difficult to retain”

        Shoaib Imtiaz,Jafar Ali,Muhammad Awais Siddique,Muhammad Asif Tanveer 한국디지털융합학회 2018 IJICTDC Vol.3 No.2

        The purpose of this study is to gain an understanding of the attitudes of male and female customers regarding internet-based brand loyalty and its determinants in the Pakistani garments context. This study proposes that perceived quality, perceived value, customer satisfaction, and brand image both directly and indirectly affects internet-based brand loyalty. A survey questionnaire with a convenience sampling approach was used to collect the primary data and it was collected from 197 customers of garment brands in Bahawalpur, Pakistan. The proposed conceptual model indicated that the perceived quality, perceived value, customer satisfaction, and brand image are important determinants of internet-based brand loyalty. All the hypotheses developed in this study were found statistically significant in the context of males and females. The study applies the regression analysis technique by using SPSS. The differences between male and female examined separately as well as together and the results showed that satisfied female customers have less internet-based brand loyalty than satisfied male customers (male customers are easier to retain as compare to female customers). This is because; loyalty and satisfaction of females are greatly shaped by the higher brand image and perceived quality, whereas male customers become more satisfied and loyal through attaining higher perceived value. The conclusions and the implications for internet-based brand loyalty are discussed.

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