Professional Documents
Culture Documents
* E-retailing
advantages
that
it
over
* 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
* 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
1. 2. 3. 4. 5. 6. 7. 8.
Care
Community Choice
Convenience
Character
*Behavioral consequences
non-loyal Loyal
* 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
LY E-loyalty; C1 Customization; C2 Contact interactivity; C3 Cultivation; C4 Care; C5 Community; C6 Choice; C7 Convenience; C8 Character
* 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