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Building loyalty in e-commerce: Impact of business and customer characteristics.
- Source :
- Journal of Marketing Channels; Jan-Jun2018, Vol. 25 Issue 1/2, p22-35, 14p, 1 Diagram, 7 Charts
- Publication Year :
- 2018
-
Abstract
- Understanding, building, and predicting customer loyalty in e-commerce are critical activities for long-run profitability. Successfully carrying out these activities is challenging due to the complex mix of both business organization and customer factors that may influence and drive e-loyalty. We demonstrate that business factors, such as credibility, e-satisfaction and site knowledge, and customer factors, such as inertia, innovativeness, and aggressiveness, influence e-loyalty. Our analyses show that business credibility is affected by the reputation of the e-business and its congruence with the customers' self-image; e-satisfaction by the customers' value perception, care, and choice; and site knowledge by customer experience, involvement, and expertise. Business factors account for about 75% of the explained variation in e-loyalty and customer factors for the rest. Understanding the controllable business and uncontrollable customer factors that drive customer loyalty should enable e-commerce retailers to continually assess these factors and make appropriate changes in marketing strategy. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 1046669X
- Volume :
- 25
- Issue :
- 1/2
- Database :
- Complementary Index
- Journal :
- Journal of Marketing Channels
- Publication Type :
- Academic Journal
- Accession number :
- 138667120
- Full Text :
- https://doi.org/10.1080/1046669X.2019.1646184