Customer Loyalty in e-Retailing

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.

Autorentext
Khanh V. La, PhD, graduated from RMIT University, currently a researcher at MISC Australia Pty. Ltd.

Klappentext
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.