Abstract
The purpose of this paper is to examine how online retailers can create loyalty among consumers. Despite growth in sales, Internet retailers are finding consumer loyalty to be an elusive goal. The recent spate of failures among online retailers suggests that engendering consumer loyalty is difficult. Lacking personal relationships between sales associates and customers, many Internet retailers are seeking technical solutions to the problem of building loyalty. Examples include designing user-friendly Web sites, incorporating personalization and customization software, building secure transaction platforms, incorporating privacy features, providing search functions, creating communities, and instituting online loyalty programs. This paper examines how the “investments” of online retailers affect consumer e-loyalty, explores their relative importance in creating e-loyalty, and investigates how they relate to or interact with traditional relational variables such as trust, satisfaction and value. It also presents a conceptual framework for research on e-loyalty and identifies key research questions for studying e-loyalty.
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Kannan, P.K., Wagner, J., Velarde, C. (2002). Initiatives for Building e-Loyalty: A Proposed Framework and Research Issues. In: Shaw, M.J. (eds) E-Business Management. Integrated Series in Information Systems, vol 1. Springer, Boston, MA. https://doi.org/10.1007/0-306-47548-0_11
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DOI: https://doi.org/10.1007/0-306-47548-0_11
Publisher Name: Springer, Boston, MA
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