Customer loyalty ın e-commerce 'a critical review of the e-loyalty literature and conceptual framework ofthe antecedents of e-loyalty in B2C online markets'
Başlık çevirisi mevcut değil.
- Tez No: 716178
- Danışmanlar: Belirtilmemiş.
- Tez Türü: Yüksek Lisans
- Konular: İşletme, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2020
- Dil: İngilizce
- Üniversite: Queen Mary Unıversıty Of London
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: Belirtilmemiş.
Özet
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Özet (Çeviri)
Over the last decades, with the rapid spread of Internet usage, the popularity of electronic commerce and e-shopping trends has been growing gradually, therefore, building and sustaining customer loyalty in electronic markets has become a focal point for marketing managers in order to achieve long-run profitability. Accordingly, the global e-commerce statistics demonstrate that the number of business-to-consumer e-retail companies is increasing considerably and, moreover, the desire of customers for online purchasing is rising. However, the current status of research shows that there exists a scarce of systematic critical reviews of the literature and a full-fledged model of e-loyalty creation. In this respect, this research aims to evaluate the results from various empirical studies in the literature, critically, and provide a comprehensive conceptual framework of e-loyalty antecedents. Overall, a great majority of studies focuses solely on service quality components and business-level factors leading to e-loyalty. However, this study is an attempt to present a complete e-loyalty model analysing its antecedents in three dimensions such as pre-sales, during-sales and after-sales in order to support managers in making efficient changes in each phase in the way of building customer loyalty. Keywords Brand loyalty, E-loyalty, E-satisfaction, E-trust
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