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Viewing report
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Customer Loyalty in e-Retailing. Edition No. 1
VDM Publishing House, Nov 2008, Pages: 188
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.
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