Website Attributes, Customer Engagement and Retention: Empirical Evidence from Local Pakistani Companies

Abstract

Abstract: Website attributes of an e-commerce website enhance its visual and responsive appeal for the website. To have a closer view and insight of the website attributes, we investigated that how different website attributes such as aesthetic, affective, functional and symbolic affects the customer engagement and retention. We compared furniture and airline sector specifically; Interwood and Habitt, and PIA and Serene Air websites and its effect of customers engagement and retention. Data was collected from respondents after showing them the websites of each company and they were asked to evaluate them in terms of their aesthetic, affective, functional and symbolic appeal. All the relationship in this research were significant except few. Affective attributes of Habitt, PIA, Serene Website does not engage customers while aesthetic properties of Habitt and Serene Airlines do not retain customers. Also, affective properties have the most significant relationship with customer retention for all the customers of each company. Overall, results added useful insight into the literature on E-commerce and Marketing.