Loyalty in E-Commerce

Daniel Kvíčala and Halina Starzyczná ()
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Daniel Kvíčala: School of Business Administration in Karviná, Silesian University in Opava
Halina Starzyczná: School of Business Administration in Karviná, Silesian University in Opava

Chapter Chapter 3 in Customer Behaviour in eCommerce, 2023, pp 49-78 from Springer

Abstract: Abstract Customer loyalty is considered by many researchers and managers as one of the key factors for the success of a company. Loyal customers have a positive relationship with the company, spread positive references or reduce the cost of sales and thus represent a potential competitive advantage. These facts take on even greater importance in the rapidly evolving field of e-commerce, which has given rise to the term e-loyalty. At the same time, however, there are views that question the meaning of loyalty and e-loyalty, which raises the need to clarify its real meaning using empirical data. Therefore, the aim of this chapter is to provide new insights through research to fill this need and further determine how e-loyalty affects purchases, sales and customer behaviour. In total, the research involves 11 firms and more than 13,000 customers from five countries, who made over 15,000 purchases and 15 million sales. Thus, the chapter includes a theoretical perspective on the meaning, drivers and consequences of e-loyalty and empirical research to quantify the impact of e-loyalty on e-shop purchases and sales and how e-loyalty is perceived by the operators themselves e-shops.

Keywords: Customer loyalty; e-Commerce; e-Loyalty (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/978-3-031-23574-0_3

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