*

Tom 9982058M Jack 9982060M David 9982066M Eric 9982070M

* E-retailing

has compelling conventional stores:

advantages

that

it

over

* Flexibility * market outreach * Cost * Transactions * Customization

* E-retailing competition is also fierce about price and brand

loyalty.

* In

a sellers perspective, customer loyalty has been recognized as a key path to profitability.

* Understanding of the antecedents of e-loyalty * Identify managerially actionable factors that impact
in e-loyalty

* Investigate the nature of their impact

* Focused on repeat purchase behavior * Behavioral or Attitudinal dimensions

* True Loyalty * Spurious Loyalty

* Preferential,

Attitudinal and Behavioral response toward one or more brands in a product category over a period of time a customers favorable attitude toward the e-retailer that results in repeat buying behavior

* As

* Conduct Interviews
* Individuals
* Online Customers * Executives in e-commerce * Professional e-commerce web designers
- 42
- 15
- 15 - 12

* Online shopping behavior

* Between 90 min to two hours

1. 2. 3. 4. 5. 6. 7. 8.

Customization Contact interactivity Cultivation

Care
Community Choice

Convenience
Character

*Behavioral consequences
non-loyal Loyal

* Direct implications of loyalty

* positive word-of-mouth * willingness to pay more * negatively related to their search for alternatives

* Website hosting survey * Random sample of 5,000 customers * An e-mail invitation * Respondents would be automatically entered in a
drawing for a prize of $500

* Produced 1,211 usable responses 24%

LY E-loyalty; C1 Customization; C2 Contact interactivity; C3 Cultivation; C4 Care; C5 Community; C6 Choice; C7 Convenience; C8 Character

* Consequence of e-loyalty - seemingly unrelated regressions * SRi * WMi * WPi

-Search for alternatives by individual i; -Word-of-mouth of individual i; - Willingness to pay of individual i;

* Identified 8 factors that potentially affect e-loyalty * Highest elasticity with respect to Character and Care * Positive impact on positive word-of-mouth and willingness to
pay more

* Managerial perspective
* Establish early warning systems * Use the scale items to benchmark e-retailing activities * Competitors to identify their comparative strengths and weakness

* Research perspective
* provides
an early conceptualization of the relevant antecedents of e-loyalty

* provide a basis for the further study