E-Service Quality and Customer Loyalty and the Moderating Role of Consumer Demographics- An Empirical Relationship With Specific Reference to the Indian Online Stores

: The Internet plays a vital role in the competitive world of retail as more customers are showing their interest to purchase products from online stores. Such type of stores has been known to provide more offers and discounts in order to attract new customers and retain their returning customers. Therefore, the main intention of this research was to examine the relationship between E-service Quality and its impact on customer loyalty. Such factors assessed included which information storage kept secure and confidential, website performance, customer loyalty, job satisfaction, and more. As such, this study made use of primary and secondary data both in carrying out the research. From the analysis findings, a relationship between information security and confidentiality and loyalty was clearly observed, as well as a correlation between information security and confidentiality, and loyalty and website performance. Accordingly, age was found to strengthen the relationship between informational security and confidentiality, website performance, and loyalty. Similarly, the correlation between information security and confidentiality, website performance, and loyalty was improved by income, as well as the element of gender.