Machine Learning-Structural Equation Modeling Algorithm: The Moderating role of Loyalty on Customer Retention towards Online Shopping

The purpose of the empirical research study was to know the effect of customer satisfaction and customer loyalty on customer retention of digital customer satisfaction. To analyze the data, the structural equation modeling using AMOS was adopted. To understand the concept of customer retention, researcher used the concept of moderator. Used closed ended questionnaire to collect the opinion from various respondents. A pilot survey has ended with the help of 50 samples from various online customers. The total 500 plus samples were taken to conduct the research study. The data validity has done through crone Bach's alpha reliability test (>.70) and factors validity done through CFA followed by model validity has done through goodness of fit index (GFI>.90, AGFI>.90, TLI>.90, RMSEA