Online customer service: building e-loyalty in cyberspace

Abstract: Customer’s loyalty is one of the biggest concerns by companies today. Most
companies are trying to create and keep customer’s loyalty. With the
development of the Internet, more and more companies are finding new ways to
do business. The concept of “e-loyalty” has been an area of growing interest
by both companies and in the scholarly literature. How to build e-loyalty
(i.e. loyalty to the websites that organizations develop) has become the
focus of this study. This thesis is based on the topic purpose of gaining a
better understanding of online customer service in building e-loyalty. A
qualitative, case study approach is used to investigate four websites.
Research questions related to the online environment as well as the
organizations customer service and response to inquiry were stated. Our
findings show that an online environment as well as how a customers is
handled (and responded to) are of key importance in building e-loyalty.