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https://elibrary.tucl.edu.np/handle/123456789/12921| Title: | ANTECEDENTS OF CUSTOMER LOYALTY: A STUDY BASED ON GREEN ELECTRONIC PRODUCTS IN NEPAL |
| Other Titles: | Green Electronic Products in Nepal |
| Authors: | NEUPANE, RIYA |
| Keywords: | GREEN ELECTRONIC PRODUCTS;GREEN MARKETING MODEL |
| Issue Date: | Sep-2022 |
| Institute Name: | School of Management |
| Level: | Masters |
| Abstract: | The findings demonstrated that green trust, affect, and loyalty are positively impacted by green brand satisfaction. It also showed that the three variables of green brand, trust, and affect had a considerably positive impact on the green loyalty of consumers to green electronic brands. However, the researchers in the electronics sector have not looked as deeply into consumer loyalty in terms of green marketing that can be generalized. |
| Description: | The purpose of this study is to analyze the relationship between two antecedents of customer loyalty: customer satisfaction and brand image, for green electronics products in Nepal and to propose a hierarchy of effects model to study these variables. Environmental issues currently grab the interest of consumers, academics and professionals worldwide. Since the electronics sector has such a large environmental (carbon and water) footprint, this concern is much stronger. Therefore, it has been suggested by a number of scholars that the concept of loyalty for green products be included as a crucial factor in electronics industry's theory and practice. Using a structured questionnaire, a survey of green electronic customers was carried out in Nepal to test the suggested model empirically. To verify the research hypothesis, a structural equation model was developed. |
| URI: | https://elibrary.tucl.edu.np/handle/123456789/12921 |
| Appears in Collections: | General Management |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Riya Neupane_3.pdf | A Graduate Research report Submitted to in partial fulfillment of the requirements for the degree of MBA | 1.03 MB | Adobe PDF | View/Open |
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