Your secret weapon to achieve E-Loyalty : A Quantitative Study On Antecedents Leading To E-loyalty

University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF)

Abstract: With the rise of e-commerce, more and more retailers switch the focus to online environment. In order to gain customers’ e-loyalty, e-retailers have to pay more attention to e-loyalty itself and its antecedents. To help practitioners and academicians better understand e-loyalty, theory of e-satisfaction, e-trust and perceived value were introduced in this thesis. A conceptual model was structured to further explain the relationships towards e-loyalty. The purpose of this thesis is to explain the relationship of e-loyalty and its antecedents (e-satisfaction, e-trust and perceived value) and identify the strongest antecedent leading to e-loyalty.

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