Beyond the First Purchase: An Integrated Framework for Customer Retention in Direct-to-Consumer E-Commerce

Bamnodkar, Sarvesh; Bhujbal, Shreya

doi:https://doi.org/10.55041/ijcope.v2i11.030

Volume 02, Issue 11

Published on: November 2026

BEYOND THE FIRST PURCHASE: AN INTEGRATED FRAMEWORK FOR CUSTOMER RETENTION IN DIRECT-TO-CONSUMER E-COMMERCE

Sarvesh Bamnodkar Shreya Bhujbal

Dr. Padmashree Chandak

INDEPENDENT RESEARCHER

DOI:https://doi.org/10.55041/ijcope.v2i11.030

Article Status

Plagiarism Passed Peer Reviewed Open Access

Available Documents

Download PDF Review Report

Abstract

Customer retention is an important challenge for direct-to-consumer (D2C) e-commerce: digital channels enable repeated interactions, but they do not by themselves ensure repeat purchasing or durable loyalty. Research has examined D2C retail, customer journeys, online engagement, customer experience and loyalty programmes, including recent reviews and a 2026 meta-analysis of loyalty-programme effects across journey stages. This paper therefore does not claim that integrating these topics is inherently novel. Instead, it develops a measurement-aware conceptual framework that distinguishes lifecycle-oriented marketing activities, customer-response mechanisms and retention-related outcomes. Drawing on the customer-journey perspective, expectation-confirmation theory, commitment–trust theory, customer-engagement scholarship and customer lifetime value research, the framework clarifies how these constructs may relate and identifies contextual conditions that should shape evaluation. The paper uses a focused, purposive synthesis of selected scholarly sources identified through targeted publisher, repository and DOI searches and reference-list leads. It is not an exhaustive systematic review, and the proposed relationships have not been empirically tested. No confidential company records or private customer data are used.

Keywords: D2C e-commerce; customer retention; customer engagement; customer lifetime value.

How to Cite this Paper

Bamnodkar, S. & Bhujbal, S. (2026). Beyond the First Purchase: An Integrated Framework for Customer Retention in Direct-to-Consumer E-Commerce. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(11), 1-9. https://doi.org/10.55041/ijcope.v2i11.030

Bamnodkar, Sarvesh, and Shreya Bhujbal. "Beyond the First Purchase: An Integrated Framework for Customer Retention in Direct-to-Consumer E-Commerce." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 11, 2026, pp. 1-9. doi:https://doi.org/10.55041/ijcope.v2i11.030.

Bamnodkar, Sarvesh, and Shreya Bhujbal. "Beyond the First Purchase: An Integrated Framework for Customer Retention in Direct-to-Consumer E-Commerce." International Journal of Creative and Open Research in Engineering and Management 02, no. 11 (2026): 1-9. https://doi.org/https://doi.org/10.55041/ijcope.v2i11.030.

Search & Index

References

Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly, 25(3), 351–370. https://doi.org/10.2307/3250921

Blattberg, R. C., Malthouse, E. C., & Neslin, S. A. (2009). Customer lifetime value: Empirical generalizations and some conceptual questions. Journal of Interactive Marketing, 23(2), 157–168. https://doi.org/10.1016/j.intmar.2009.02.005

Chen, R., Evanschitzky, H., & Blut, M. (2026). Understanding loyalty program effectiveness across the customer journey: A meta-analysis. Journal of Retailing. Advance online publication. https://doi.org/10.1016/j.jretai.2026.07.006

Chen, Y., Mandler, T., & Meyer-Waarden, L. (2021). Three decades of research on loyalty programs: A literature review and future research agenda. Journal of Business Research, 124, 179–197. https://doi.org/10.1016/j.jbusres.2020.11.057

Cuong, D. T., & Khoi, B. H. (2026). Unpacking repurchase intention in social commerce: A systematic literature review. Journal of Theoretical and Applied Electronic Commerce Research, 21(3), Article 88. https://doi.org/10.3390/jtaer21030088

Das, A., Mishra, S., & Mayaluri, Z. L. (2026). Business intelligence, AI-driven personalization, and ethical customer segmentation in e-commerce: A systematic review of consumer trust and digital marketing. SN Business & Economics, 6, Article 84. https://doi.org/10.1007/s43546-026-01079-8

Kacprzak, A., & Hensel, P. (2023). Exploring online customer experience: A systematic literature review and research agenda. International Journal of Consumer Studies, 47(6), 2583–2608. https://doi.org/10.1111/ijcs.12966

Liao, C., Lin, H.-N., Luo, M. M., & Chea, S. (2017). Factors influencing online shoppers’ repurchase intentions: The roles of satisfaction and regret. Information & Management, 54(5), 651–668. https://doi.org/10.1016/j.im.2016.12.005

McKee, S., Sands, S., Pallant, J. I., & Cohen, J. (2023). The evolving direct-to-consumer retail model: A review and research agenda. International Journal of Consumer Studies, 47(6), 2816–2842. https://doi.org/10.1111/ijcs.12972

Ethical Compliance & Review Process

•All submissions are screened under plagiarism detection.
•Review follows editorial policy.
•Authors retain copyright.
•Peer Review Type: Double-Blind Peer Review
•Published on: Nov 07 2026

CCBYNC

This article is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. You are free to share and adapt this work for non-commercial purposes with proper attribution.

View License

Back to Volume 02, Issue 11 View All Issues Next Article

← Previous Article

B2B Sales and Market Development of Diagnostic Services in Nashik: A Field Study Based on Internship Experience at Labridge Diagnostics

Next Article →

Beyond the Tigers Fixing the Structural Fractures in India’s Biodiversity Conservation Regime