Journal Paper

Paper Information

Journal: PUBLIC MANAGEMENT RESEARCHES | Year:1390 | Volume:4 | Issue:12 | Start Page:95 | End Page:110

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Title

PATTERN OF IDENTIFYING FACTORS AFFECTING FORMATION PROCESS OF CUSTOMER LOYALTY IN ELECTRONIC STORES

Pages

 Start Page 95 | End Page 110

Abstract

E-LOYALTY refers to stable support of e-tail customers and trying to address the issue of loyalty in the electronic environment. This term, E-LOYALTY combines two areas of information technology in the Internet and the concept of loyalty in behavioral issues and addressing this expression requires attention simultaneously to both of those areas. The purpose of this study is to provide a useful model to identify factors influencing the formation of customer loyalty in the electronic stores. The model is presented by considering the theoretical principles of research and the view of professors and experts in customer relationship management (CRM) and the E-LOYALTY process is split to three phases by this model. The survey research has been done by using a questionnaire on a sample size of 276 and the population includes customers of e-tails in the computer business. Finally the research model was fitted by LISREL software and questions of research were examined then E-SATISFACTION, etrust and E-TAIL QUALITY were identified as indicators of E-LOYALTY.

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