The Influence of Email Marketing on Customer Loyalty in the E-Commerce Retail Arena in India

Yogananda, Tarun (2024) The Influence of Email Marketing on Customer Loyalty in the E-Commerce Retail Arena in India. Masters thesis, Dublin, National College of Ireland.

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Abstract

The study analyses the influence of email marketing on customer loyalty in the Indian ecommerce retail industry. In the fast-paced digital market, email strategies play a crucial role in developing lasting customer relationships and strengthening brand loyalty. Using quantitative methodology, this study examines the responses of a survey of Indian consumers, to evaluate their beliefs and behaviours in relation to email marketing initiatives. Results show that personalized, timely, and relevant e-mail communications have a great impact on consumer engagement and loyalty. This paper covers practical implications for e-commerce businesses in relation to the email marketing strategy improvement that is aimed at increasing customer satisfaction and retention within the highly competitive digital environment. The research provides to the general knowledge of digital marketing in strengthening customer loyalty and offers beneficial information for both academics and practitioners in the field of electronic commerce.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Cleary-Gaffney, Michael UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HF Commerce > Electronic Commerce Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > Electronic Mail T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > Electronic Mail H Social Sciences > HF Commerce > Marketing H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Retail Industry
Divisions:	School of Business > Master of Science in Management
Depositing User:	Ciara O'Brien
Date Deposited:	07 Jun 2025 15:24
Last Modified:	07 Jun 2025 15:24
URI:	https://norma.ncirl.ie/id/eprint/7822

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