THE ROLE OF PERCEIVED QUALITY, CUSTOMER SATISFACTION AND BRAND PARITY IN DEVELOPING BRAND LOYALTY IN GLOBAL E-COMMERCE SITES

E-commerce has changed shopping habits and increased the competition of businesses while expanding consumers' options. Therefore, e-commerce businesses have begun to actively seek ways to increase brand loyalty in order to survive and differentiate themselves in a highly competitive environment. In this context, this study investigates the role of perceived quality, customer satisfaction, and brand parity in cultivating brand loyalty within the realm of global e-commerce. In this study, an online survey has been conducted on the customers of Amazon, Global JD (JoyBuy) and Aliexpress e-commerce sites. SPSS 25 program was used for validity, reliability and frequency analysis in the research, and the AMOS 21 software was utilized to assess the structural soundness of the scales and conduct confirmatory factor analysis. The findings suggest that customer satisfaction and brand parity positively affect brand loyalty. In addition, the empirical evidences have revealed a favorable impact of perceived quality on customer satisfaction.