SHOPPING Orientation Domains as Influencers of Customer Loyalty on Online Shopping Platforms Among Gen Y CONSUMERS
Keywords:
Business management, customer engagement, creativity orientation, leisure orientation, customer retention, descriptive-correlation, multiple regression, North Cotabato, PhilippinesAbstract
Customer loyalty is a pivotal factor in ensuring sustained business success, fostering a consistent revenue stream, positive word of mouth, and a competitive edge. This study sought to determine the influence of shopping orientation domains and customer loyalty on the use of online shopping platforms among Gen Y consumers. The research used a descriptive-correlational design. There are 189 purposively selected respondents in this study: Gen Y consumers who are actively involved in online shopping and are currently working with both academic and non-academic personnel of private academic institutions in Midsayap, North Cotabato. Sets of adapted survey questionnaires that underwent reliability and validity tests were used in this study. Data were analyzed using descriptive and inferential statistics, including Pearson's r and regression analysis. Findings revealed that customers' online shopping orientation is generally evident, as is customer loyalty. Furthermore, domains of online shopping orientation significantly correlate with customer loyalty. The study's findings also showed that only novelty and recreation orientation significantly influence customer loyalty. 57% of the variation in customer loyalty could be characterized as moderately to strongly influenced by the combined influence of the online shopping orientation domains.
