A Study of the Impact of the Post-Purchase Communication on Customer Loyalty from Online Business Perspective

Md. Yousuf Ahammed, Dr. Md. Mamunur Rashid

Abstract


Post-purchase communication is most talking issues especially for the business who runs their core operation in the online marketplace. Advancement of technology creates space for business through interactive way without any physical presence. Even the rise of social media also creates an opportunity to open a business without a physical center. For this reason, in a country like Bangladesh, many online businesses are rising. Also, the rise of technology, communication makes cheaper. People want service through the interactive way. Demands of post-purchase communication are a growing concern for the online business. The impact of post-purchase communication in building customer loyalty is the key concern of this paper. Supportive appendix here gives faith in primary data collection. Paper uses survey questioner to know the experience of the online customer and their expectation regarding post-purchase communication. As the primary data is collected on a discrete variable, Study conducts a descriptive analysis to know more about the observation. A correlation table is prepared to find out the relationship sensitivity among the ways of post-purchase communication. This paper shows the necessity of post-purchase communication in creating customer loyalty. Post-purchase communication has created a competitive advantage for the firm. It has a considerable impact on customer loyalty which represents the H1 true. The firm should focus on creating after purchase care for their customer. The firm should use technology for better and cheaper performance to satisfy a customer. Use of post-the purchase communication is a way which may create another purchase as well as advertisement and promotion.

Keywords


Online Business; Customer loyalty; Communication and Technology

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