Abstract:
This study investigates the relationship between perceived agility, logistic customer services, customer satisfaction and customer loyalty in e-retailing sector of twin cities in Pakistan. This study has considered perceived agility and logistic customer services as independent variables, customer satisfaction as mediating variable, and customer loyalty as dependent variable. However, e-retailing sector of twin cities in Pakistan has been the sector chosen to investigate the relationship between variables mentioned above. Quantitative research method was used as primary data was collected through adoptive structured questionnaire based on 5 Likert scale. The responses were recorded from 300 respondents (customers associated with e-retailing sector of twin cities in Pakistan) through convenience sampling technique. Responses recorded were analyzed through statistical tests such as correlation, regression and mediation by using SPSS Software. The results indicate that perceived agility and logistic customer services positively effects customer loyalty in e-retailing sector of twin cities in Pakistan. However, mediation analysis has revealed that customer satisfaction significantly mediates the relationship perceived agility and logistic customer services (independent variables) and customer loyalty (dependent variable) in e-retailing sector of twin cities in Pakistan
