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Website Attributes, Customer Engagement and Retention: Empirical Evidence from Local Pakistani Companies

Author

Listed:
  • Usmani, Sania

    (Iqra University)

  • Ahmed, Faraz

    (Iqra University)

  • Sajjad, Syed Hamza

    (Iqra University)

Abstract

Website attributes of an e-commerce website enhance its visual and responsive appeal for awebsite. To have a closer view and insight of the website attributes, we investigatedthat how different website attributes such asaesthetic, affective, functional and symbolic affect the customer engagement and retention. We compared furniture and airline sector specificallyfour companies; Interwood &Habitt, PIA &Serene Airwebsites and its effect of customer’sengagement and retention.Data was collected from400 respondentsthrough survey method. Website of each company was shownand then they were asked to evaluate these websitesin terms of their aesthetic, affective, functional and symbolicappeal. All the relationshipsin this research were significant except a few.Affective attributes of Habitt, PIA, Serene website do not engage customers while aesthetic properties of Habitt and Serene Airlines do not retain customers.Also, affective properties have the most significant relationship with customer retentionfor all the customers of each company.Overall, results added useful insight into the literature on E-commerceand Marketing.

Suggested Citation

  • Usmani, Sania & Ahmed, Faraz & Sajjad, Syed Hamza, 2019. "Website Attributes, Customer Engagement and Retention: Empirical Evidence from Local Pakistani Companies," Sukkur IBA Journal of Management and Business, Sukkur IBA University, vol. 6(2), pages 58-80, July-Dece.
    • Handle: RePEc:ris:ibajmb:0061
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    More about this item

    Keywords

    Customer engagement; Customer retention; Aesthetic; Symbolic; Functional; Affective;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General

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