Abstract:
The key objective ot this-study is to test the factor? affecting the.consumer gratitude. The
research was done on the consumers that lives in Karachi Pakistan. 'Phis particular research
study was one on the basis of existing theories such as relationship marketing &
consumer
gratitude. The group of people having e-tailing experience is refer to the target population of
this study. To achieve more reliable and accurate results, total 550 questionnaire
were
distributed among targeted population from which total 490 responses were collected on the
basis of results were obtained. Structural equation modeling (SEM) was applied for testing
hypothesis. After testing hypothesis results were obtained that all the proposed hypothesis are
retained and positively influenced on each other. This particular research study shows that
quality of website, ethnic identity & gratitude of customers aie the factors that play centra! role
in the consumer response to socially adjusted strategies that relates with relationship
marketing. In conclusion this particular research study highly perforin its role for academicians
and practitioners by providing deep literature and enough understanding about online
consumers and by high lightening potential opportunities hv socially adjusted retail strategies.
