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Customer Loyalty in e-Retailing
English
185 b
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Despite the increasing popularity of online shopping,§little is known about consumer behaviour and§attitudes towards e-retailers, particularly how§customer loyalty is developed and maintained among§online shoppers. This study examines the concept of§e-loyalty and its manifestation within an e-retailing§context. Also considered are the antecedents of§e-loyalty and their relationships within this§environment. Based on an extensive review of the§extant literature, a conceptual model is developed§and subsequently tested on a sample of customers from§four Web-based retailers. Results indicate that§e-loyalty is a multi-dimensional construct which§manifests itself in several ways, some of which may§not be readily observable, and is driven by numerous§predictors via a complex network of§inter-relationships. The findings offer significant§insights into consumer perceptions and behaviour§within this context, thus having important§implications for both business practitioners and§academics, particularly those with an interest in§emerging Internet-enabled consumer markets.
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