This research investigates the influence of perceived value and trust on customer loyalty in the online fashion retail industry. Additionally, it explores the role of customer satisfaction as a mediator in these relationships, while considering potential gender differences. The study is guided by the social exchange theory, which suggests that individuals establish relationships based on the exchange of valuable resources.
This mixed-method study utilized surveys and interviews to gather data. A sample of 729 participants from Egypt was selected using stratified random sampling, providing quantitative data for analysis. Smart PLS was used to examine the relationships between the variables. Additionally, 10 interviews were conducted to gather qualitative insights, and thematic analysis was employed to validate and enrich the findings.
The findings indicate that perceived value and trust have significant positive effects on customer loyalty in the online fashion retail industry. Furthermore, customer satisfaction was identified as a significant mediator in the relationship between perceived value, trust, and customer loyalty. The study also revealed that gender plays a significant moderating role. Specifically, perceived value has a stronger impact on customer loyalty for females, while trust and satisfaction have more pronounced effects on loyalty for males. Satisfaction significantly mediates the relationship between trust/perceived value and loyalty for males, but not for females.
This study contributes to the existing literature by investigating the relationships between perceived value, trust, and customer loyalty within the context of the online fashion retail industry in Egypt. Additionally, the study offers insights into the mediating role of customer satisfaction and the moderating effect of gender. The adoption of the social exchange theory enhances the understanding of these dynamics, and the integration of surveys and interviews strengthens the validity and comprehensiveness of the findings, ensuring a robust examination of the phenomenon in the Egyptian context.
