Purpose: With the emergence of e-commerce, food ordering through mobile-app also witnessed significant growth akin to other products. However, the consumers’ switching rates for online food service provider was found to be high. Traditional marketing wisdom suggested various forms of …

Purpose: This study addressed the need for literature on the factors influencing consumer attitudes while making online purchase decisions. Specifically, the research aimed to determine the influence of subjective norms on the relationship between attitudes and online purchase decisions. Methodology: …

Purpose: A retrospective investigation was carried out to critically appraise the research inputs of middle-income economies in the extant literature on the theme of customer loyalty in the marketing domain. Methodology: This review article objectively, systematically, rigorously, and critically appraised …