BRAND ALLEGIANCE IN INDIAN ONLINE RETAILING: AN INVESTIGATION OF CONSUMER RETENTION MECHANISMS

Brand fidelity is a vital factor in achieving long-term success inside India's intensely competitive e-commerce sector. This study analyses the principal aspects affecting client retention, such as trust, pricing strategies, customer experience, and personalized interaction. A survey of 500 internet customers in India reveals that loyalty programs, efficient return policies, and expedited delivery services substantially enhance recurring purchases. The research emphasizes the effectiveness of Amazon Prime and Flipkart Plus in fostering brand loyalty via subscription frameworks. The results indicate that although price sensitivity poses a hurdle, strategic brand involvement and exceptional service quality can cultivate enduring customer connections.