Dr V Gowtham Raaj, Mr. Santosh C R , Ms. T Kanimozhi
Keywords:Trust, Customer Loyalty, perceived relationship, E – Customer citizenship behaviour
The purpose of this paper is to investigate the causes of E-Customer Citizenship Behaviour (E-CCB). The researcher has reviewed the literature to conceptualize the E – CCB. It examines how strong relationship exists between Trust, satisfaction, loyalty and perceived relationship with E – CCB. The study was conducted through a survey method by collecting questionnaires from the respondents of online shoppers. The study's findings indicate a highly substantial association between perceived relationship with E-CCB, customer loyalty, customer happiness, and trust.