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.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-114263 |
| Date | January 2022 |
| Creators | Elabi, Marvin |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring (MF) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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