ISSN: 1204-5357

Research Article

Open Access

CUSTOMER'S PERCEPTION OF PUBLIC RELATION IN E-COMMERCE AND ITS IMPACT ON E-LOYALTY WITH BRAND IMAGE AND SWITCHING COST

SAMAR RAHI, MAZURI ABD GHANI

Abstract

Purpose: This study aims to inspect the relationship between Customer's Perception of Public Relation (PRP), Customer Perceived Value (CPV) on E-Loyalty; further test the moderating role of Switching Cost and Brand Image in that relationship. Design/methodology/approach: Data were collected in a survey from customers of Commercial Bank. Questionnaire was adapted from research work of Eriksson et al.; Gefen; Levesque et al.; Zeithaml et al. Pearson correlation, multiple and moderating regression were used to examine the hypothesis relationship. Findings: The findings confirm that Customer's Perception of Public Relation and Customer Perceived value are the antecedent of E-loyalty. Moreover, results prevailed that the impact of Customer's Perception of Public Relation and Customer Perceived Value on E-Loyalty is stronger and significant when Switching Cost and Brand image is favorable. Research limitations/implication: Further research is indicated, to identify the effects of these variables on other services provider companies. Banking sector in Pakistan should pay more attention on Customer's Perception of Public Relation, Customer Perceived Value in order to enhance the E-loyalty. Originality/value- This study is the first in its nature, so far there is no research work that reflects on Customer's Perception of Pubic Relation and customer perceived value with moderating effect of switching cost and Brand Image on E-Loyalty. This study contributes to the field of e-commerce marketing and will helpful for managers to adopt appropriate strategies that will lead banking sector towards prosperity.

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