An Examination of Antecedents of Customers’ Retention and Online Retailers’ Reputation: An Evidence of Pakistan

Online shopping has become a flourishing business in the digital era, with consumers increasingly adopting it for convenience. This study examines the antecedents’ quality personalization, system quality, information quality, and service quality that influence customer retention and online retailer reputation, mediated by customer satisfaction and trust in Pakistan’s e-commerce sector. A quantitative approach was employed, collecting data via 302 questionnaires from university students in Multan and D.G. Khan, analyzed using SPSS, AMOS, and Structural Equation Modeling (SEM). Results indicate that all antecedents positively affect retention and reputation through the mediating roles of satisfaction and trust. This research contributes to the literature by addressing Pakistan’s growing digital market, offering insights for online retailers to enhance customer loyalty and competitive positioning. The study also highlights managerial implications for improving service delivery and technological infrastructure. Limitations are discussed, along with future research directions to expand knowledge in evolving e-commerce landscapes. This work stands as one of the pioneering studies in Pakistan, providing valuable guidance for retailers and policymakers in the digital marketplace.