POST-PURCHASE BEHAVIOUR AND CUSTOMER LOYALTY AMONG ONLINE GADGET BUYERS IN TIRUCHIRAPPALLI: AN ANALYSIS

This research looks at the mediating effects of customer satisfaction and customer trust on the relationship between perceived product quality and customer loyalty among Tiruchirappalli online gadget customers.Data were obtained from 415 respondents using a structured questionnaire and analysed using partial least squares structural equation modelling (PLS-SEM).The results indicate that perceived product quality significantly positively influences customer satisfaction, trust and loyalty.Moreover, both customer satisfaction and trust partially mediated the relationship between product quality and loyalty, highlighting their dual role in enhancing post-purchase engagement.The results offer valuable theoretical and practical insights for ecommerce platforms and retailers, indicating the importance of delivering high-quality