IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-05735062.html

Digital Literacy, Customer Loyalty and Retention in B2C Healthcare Services: Evidence from Indian Digital Healthcare Consumers

Author

Listed:
  • Neerajana Sai Niveditha Gergi

    (Department of Commerce, Sri Venkateswara University, Tirupati, Andhra Pradesh, India.)

  • P. Mohan Reddy

    (Department of Commerce, Sri Venkateswara University, Tirupati, Andhra Pradesh, India.)

Abstract

While digitalisation in India is expanding opportunities for consumers to access diagnostic, consultation and pharmacy services through Business-to-Consumer (B2C) platforms, it is uncertain whether they will use the same service in the future. The study aimed to determine whether digital literacy is correlated with customer loyalty among Indian consumers of B2C healthcare platforms and whether customer loyalty factors are correlated with repeat purchase behaviour among these consumers. The study adopted a cross-sectional survey design and used a structured, self-administered questionnaire with a five-point Likert scale to gather data from a sample of 400 consumers of B2C healthcare services in India. Pearson correlation was used to examine the association between digital literacy and the Customer Loyalty Framework (CLF), and simple linear regression was used to examine the relationship between CLF and repeat purchase behaviour. The results indicated that digital literacy and customer loyalty were significantly correlated (r = .286, p < .001). Customer loyalty factors also significantly and positively predicted repeat purchase behaviour (β = .608, B = .742, t = 15.266, p < .001), with the regression model explaining 36.9% of the variance in repeat purchase behaviour (R² = .369, F(1, 398) = 233.065, p < .001). The results show that digital literacy has a positive relationship with loyalty perceptions and that loyalty has a significant relationship with repeat purchase behaviour. The study contributes to the field of digital healthcare by distinguishing digital capability from retention behaviour and adding empirical evidence on customer loyalty and repeat purchase behaviour in the B2C healthcare sector in India.

Suggested Citation

  • Neerajana Sai Niveditha Gergi & P. Mohan Reddy, 2026. "Digital Literacy, Customer Loyalty and Retention in B2C Healthcare Services: Evidence from Indian Digital Healthcare Consumers," Post-Print hal-05735062, HAL.
    • Handle: RePEc:hal:journl:hal-05735062
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-05735062. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.