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ABSTRACT
The rapid growth of online shopping has led to inspire customer e-loyalty among Indians, especially living in this digital environment. Satisfaction-trust-Loyalty theory is applied as the theoretical base to explain the factors influencing customer e-loyalty. As online shopping is more and more common in everyday life, e-loyalty has become a very important issue in e-commerce. In this study, proposed an integrative model of e-loyalty development process and present a research design to test this model. The main factors that impact e-loyalty include customer satisfaction, trust and service quality. Based on the theoretical model, a set of hypotheses was formulated. The survey sent through E-mail to 100 participants. The objective of this study is to identify the factors that influence a consumer to become loyal to online. To address this objective the main research question is "What are the factors that influence a consumer to become loyal to an online retailer?
Keywords: E-Loyalty, E-Commerce, Trust and Satisfaction.
INTRODUCTION
The continuous growth of IT and Telecommunications encouraged more Indians to do their shopping on the internet furthermore, is considered as the source of communication and entertainment platform. It is also functioning as a new direct marketing tool to tailor products and services on websites and to extend this to e-business. E-commerce is a business model that makes communication, information integration; transaction and data exchange digitized and reduces the limits of the time and space. Compared with the traditional business model, e-commerce has great advantages. For example, the entire process including the transportation of goods and services is fully automated, thus the cost may be greatly reduced. Online shopping is one of the most common forms of e-commerce. Therefore, it is important to understand the variables involved in online shopping, and in particular, to model how customers' e-loyalty will be impacted by different factors. Generally in accordance with the type of e-commerce activities' objects, e-commerce has three modes: Business to Business (B2B); Business to Consumer (B2C); Consumer to Consumer (C2C). In addition, there is a new e-commerce mode, B2G (Business to Government). In this study, we mainly focus on B2C mode.
The purpose of this proposed research is to explore the development process of customer loyalty in e-commerce environment. Specifically, I propose a study to examine...