Efficacy of Tangible and Intangible Rewards in Saudi E-commerce

Efficacy of Tangible and Intangible Rewards in Saudi E-commerce

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Introduction

Background
E-commerce refers to the activity of electronically buying or selling of products on online services or over the Internet (Merzlyakova et al, 2021). The market has grown globally because of high internet penetration, decline in internet prices, increasing number of smartphones, product localization, advancement in technology like big data, product innovation, market stability, and others (Merzlyakova et al, 2021). The trends are visible in Saudi Arabia where the local Saudi E-commerce market has grown exponentially to meet the needs and expectations of customers. E-commerce companies provide tangible and intangible rewards to retain customer loyalty. Tangible…