Customer Loyalty Towards M-Commerence with Respect to Gen-Z

Abstract

Customer's preference to choose o ne brand over another for a need is described as customer loyalty (Chirico & Presti, 2008). AB Loyalty describes the be havioral dimensions of repetitive customer also describe the providers (Pirc, 2008). E-Commerce which has taken lndia by storm has led itself into an evolution phase and ha transformed into Mobile commerce. In this paper we invetigate the customer loyalty of Gen-Z custmers. Gen-Z are the people who are born after 1990. They are digitally competent, connected, socially responsible, impatient, less brand loyal and prefer green products. AB 37% of Indian online users are from this cohort, we wanted to understand their loyalty behavior towards M-Commerce with respect co E-Travel (online travel ticketing). Because 70% of the total E-Commerce space is occupied by the E-Travel. We investigate 8C's (customization, contact interactivity, care, community, convenience, cultivation, choice, and character) which identifies the impact of customer loyalty along with mobile technology which act as catalyst fo r a successful transaction. The main objective of the study is to measure and develop a model to measure customer loyalty toward M-Commerce. This study dwell o n Gen-Z customers in Coimbatore between the age group of 17-25. Survey i being conducted in a natural environment and the scale used is the five point Liken Scale in which 1- strongly disagree and 5- strongly agree. We use stratified sampling method in this study.