Volume No. :   9

Issue No. :  1

Year :  2018

ISSN Print :  0976-495X

ISSN Online :  2321-5763


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Online Repurchase Intention: A Methodological and Thematic Review



Address:   Nitin Rohilla1, Ruchi Dwivedi2, Richa Tewari3, Smita Mehendale4
12,3MBA Student, Symbiosis Institute of Management Studies, Symbiosis International (Deemed University), Pune, Maharashtra, India
4Assistant Professor, Symbiosis Institute of Management Studies, Symbiosis International (Deemed University), Pune Maharashtra, India
*Corresponding Author
DOI No: 10.5958/2321-5763.2018.00133.6

ABSTRACT:
With the advent of newer technologies and advancement in the field of information and telecom sector, e-commerce is gaining momentum, which is fuelled by the explosion of internet usage. The number of users who shop online has quadrupled in the past few years and the rivalry between brands has become more brutal. Many studies conducted in the past demonstrate that the customer retention leads to increase in the profitability. The aim of this paper is to investigate empirically and determine the key factors that influence the decision of customer to repurchase through online shopping. In this paper, we have used systematic literature methodology to determine the themes. We have reviewed 30 research papers and our findings show that service quality, customer loyalty, customer satisfaction and brand image are the major factors that affect the customer online repurchase behaviour. The paper also discusses the limitations, suggestions for future research and conclusion drawn based on the methodology and themes.
KEYWORDS:
Online Repurchase Intention, Customer Satisfaction, Customer Loyalty, Online Brand Image, Systematic Review of Literature, Methodological Review, Thematic Review.
Cite:
Nitin Rohilla, Ruchi Dwivedi, Richa Tewari, Smita Mehendale. Online Repurchase Intention: A Methodological and Thematic Review. Asian Journal of Management. 2018; 9(1):841-846.
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