Evaluate E-loyalty of sales website: a Fuzzy mathematics method

  • Ying Yi
  • Zhen-yu Liu
  • Ying-zi Xiong
Part of the IFIP International Federation for Information Processing book series (IFIPAICT, volume 252)


The study about online consumer loyalty is limited, but how to evaluate the customers’ E-loyalty to a sales website is always a noticeable question. By using some methods of fuzzy mathematics, we provide a more accurate way to evaluate E-loyalty of sales website. Moreover, this method can differentiate level and degree of each factor that influences E-loyalty.


Analytical Hierarchy Process Customer Satisfaction Switching Cost Weighting Coefficient Evaluation Index System 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


  1. 1.
    S.M. Keaveney, “Customer switching behavior in service industries: An exploratory study”, Journal of Marketing, 59, 71–82 (1995).CrossRefGoogle Scholar
  2. 2.
    F.F. Reichheld and P. Schefter, “E-loyalty: Your secret weapon on the Web”, Havard Business Review, 78(4), 105–113 (2000).Google Scholar
  3. 3.
    S.M. Keaveney and M. Parthasarathy, “Customers switching behavior in online services: An exploratory study of the role of selected attitudinal, behavioral, and demographic factors”, Journal of the Academy of Marketing Science, 29(4), 374–390 (2001).CrossRefGoogle Scholar
  4. 4.
    D. Gefen, E. Karahanna, and D. Straub, “Trust and TAM in online shopping: An integrated model”, MIS Quarterly, 27(1), 51–90 (2003).Google Scholar
  5. 5.
    D.H. Li, G.J. Browne, and J.C. Wetherbe, “Online consumers’ Switching behavior: A Buyer-Seller Relationship Perspective”, Journal of Electronic Commerce in Organizations, 5(1), 30–42 (2007).CrossRefGoogle Scholar
  6. 6.
    A. Bhattacherjee, “Understanding information systems continuance: An expectation confirmation model”, MIS Quarterly, 25(3), 351–370 (2001).CrossRefGoogle Scholar
  7. 7.
    C. Flavian, M. Guinaliu, and R. Gurrea, “The role played by perceived usability, satisfaction and consumer trust on Website loyalty”, Information & Management, 43(1), 1–14 (2006).CrossRefGoogle Scholar
  8. 8.
    C. Park and Y. Kim, “The effect of information satisfaction and relational benefit on consumers’ online shopping site commitments”, Journal of Electronic Commerce in Organizations, 4(1), 70–90 (2006).MathSciNetCrossRefGoogle Scholar
  9. 9.
    P.Y. Chen and L.M. Hitt, “Measuring Switching costs and Their Determinants in Internet-Enabled Businesses: A Study of the Online Brokerage Industry”, Information System Research, 13(3), 255–274 (2002).CrossRefGoogle Scholar
  10. 10.
    N. Sharma and P. Patterson, “Switching costs, alternative attractiveness and experience as moderators of relational commitment in professional consumer services”, International Journal of Service Industry Management, 11(5), 470–482 (2000).CrossRefGoogle Scholar
  11. 11.
    J.E. Collier and C.C. Bienstock, “How Do Customers Judge Quailty in a E-tailer?”, MITSloan Management Review, 48(1), 35–40 (2006).Google Scholar
  12. 12.
    L.B. Yang and Y.Y. Gao, Fuzzy mathematics: theory and application (South China University of Technology Press, Guangzhou,2001).Google Scholar

Copyright information

© IFIP International Federation for Information Processing 2007

Authors and Affiliations

  • Ying Yi
    • 1
  • Zhen-yu Liu
    • 1
  • Ying-zi Xiong
    • 1
  1. 1.School of ManagementXiamen UniversityXiamenChina

Personalised recommendations