Impact of online shopping on brand loyalty: A study in Dhaka, Bangladesh

Brand loyalty is the most important aspect of the competitive market in the present times. Maintaining loyalty of customers towards a brand is essential and online shopping puts a huge impact on this factor. The purpose of this study is to inquire into the impact of online shopping on a customer's loyalty towards a brand from a customer's perspective by taking the opinions of the residents of Dhaka, Bangladesh. This paper gives a theoretical model to establish the bridge between brand loyalty and online shopping, both having an interrelation between them. Then the hypothesis is formulated. This paper took primary responses from 70 people living in Dhaka city and did a qualitative analysis of them. The result of this empirical study is that online shopping does have a significant impact on brand loyalty. Online platforms for shopping is more significant in dying companies and also running companies to grab the potential customers in this digitalized world and thus have a constructive effect on the brand loyalty is the core implication of this study