What Makes You E-Loyal? : A descriptive study on how customers form e-loyalty online.

Sammanfattning

Customers are increasingly shopping online, which has led to the emergence of e-loyalty. Despite the fact that the definition of e-loyalty is widely accepted, there are a variety of customer-focused approaches to establishing it. Past studies on this subject have provided various arguments. Using a qualitative research method and focusing on three major antecedents (E-satisfaction, E-Trust, and E-wom/Reputation) and the factors that influence those antecedents, the aim of this research is to investigate how e-loyalty is formed from the customer's perspective. Six semi-structured interviews were performed with persons characterized as frequent online consumers. The empirical investigation was supported by thematic coding. This research resulted in a new proposed conceptual model that illustrates how the websites' content, assurance, convenience, and interactivity lead to the formation of e-loyalty online, from the customers’ perspective.