Sweta Singh, Rachita Kashyap and Rashmita Saran
Due to the intense competition in the market big as well as small grocery retailers are offering products with significant value to the customers in order to lock them. With the low entry barriers small offline retailers are also entering the online space and trying to make their offering more attractive by providing better quality of service, lower prices, quicker delivery and more choices. Though the extant literature provides evidence on the linkages between the alternative attractiveness and loyalty but still there is no definite conclusion on the role of Alternative Attractiveness (AA) on the link between satisfaction and loyalty. The purpose of the paper is to examine the moderating role of alternative attractiveness on satisfaction-loyalty relationship. Also, to understand the ambiguous role of loyalty on intention to write online reviews and willingness to pay more. A survey method was done to collect the data. A total 955 (38.2%) valid responses were considered for the study. Structural Equation Modelling is conducted to test the model. The analysis of the data shows that E-satisfaction positively influence e- loyalty. The result also shows that alternative attractiveness moderates the relationship between e-satisfaction and e-loyalty. Furthermore, the study also proves that E-loyalty has a positive influence on intention to write online reviews and willingness to pay more.