Neerajana Sai Niveditha Gergi

Digital Literacy, Customer Loyalty and Retention in B2C Healthcare Services: Evidence from Indian Digital Healthcare Consumers

Neerajana Sai Niveditha Gergi & P. Mohan Reddy · Journal of Economics, Management and Trade · 2026

While digitalisation in India is expanding opportunities for consumers to access diagnostic, consultation and pharmacy services through Business-to-Consumer (B2C) platforms, it is uncertain whether they will use the same service in the future. The study aimed to determine whether...