Journal article
Building loyalty in e-commerce: Impact of business and customer characteristics
Journal of marketing channels, v 25(1-2), pp 22-35
03 Apr 2018
Abstract
Understanding, building, and predicting customer loyalty in e-commerce are critical activities for long-run profitability. Successfully carrying out these activities is challenging due to the complex mix of both business organization and customer factors that may influence and drive e-loyalty. We demonstrate that business factors, such as credibility, e-satisfaction and site knowledge, and customer factors, such as inertia, innovativeness, and aggressiveness, influence e-loyalty. Our analyses show that business credibility is affected by the reputation of the e-business and its congruence with the customers' self-image; e-satisfaction by the customers' value perception, care, and choice; and site knowledge by customer experience, involvement, and expertise. Business factors account for about 75% of the explained variation in e-loyalty and customer factors for the rest. Understanding the controllable business and uncontrollable customer factors that drive customer loyalty should enable e-commerce retailers to continually assess these factors and make appropriate changes in marketing strategy.
Metrics
Details
- Title
- Building loyalty in e-commerce: Impact of business and customer characteristics
- Creators
- Srinivasan Swaminathan - Drexel UniversityRolph Anderson - Drexel UniversityLei Song - Penn State Abington
- Publication Details
- Journal of marketing channels, v 25(1-2), pp 22-35
- Publisher
- Taylor & Francis
- Number of pages
- 14
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Marketing
- Web of Science ID
- WOS:000489037700002
- Scopus ID
- 2-s2.0-85089988745
- Other Identifier
- 991019167530304721
InCites Highlights
Data related to this publication, from InCites Benchmarking & Analytics tool:
- Collaboration types
- Domestic collaboration
- Web of Science research areas
- Business