Critical review of the e-loyalty literature: a purchase-centred framework

Over the last few years, the concept of online loyalty has been examined extensively in the literature, and it remains a topic of constant inquiry for both academics and marketing managers. The tremendous development of the Internet for both marketing and e-commerce settings, in conjunction with the growing desire of consumers to purchase online, has promoted two main outcomes: (a) increasing numbers of Business-to-Customer companies running businesses online and (b) the development of a variety of different e-loyalty research models. However, current research lacks a systematic review of the literature that provides a general conceptual framework on e-loyalty, which would help managers to understand their customers better, to take advantage of industry-related factors, and to improve their service quality. The present study is an attempt to critically synthesize results from multiple empirical studies on e-loyalty. Our findings illustrate that 62 instruments for measuring e-loyalty are currently in use, influenced predominantly by Zeithaml et al. (J Marketing. 1996;60(2):31-46) and Oliver (1997; Satisfaction: a behavioral perspective on the consumer. New York: McGraw Hill). Additionally, we propose a new general conceptual framework, which leads to antecedents dividing e-loyalty on the basis of the action of purchase into pre-purchase, during-purchase and after-purchase factors. To conclude, a number of managerial implementations are suggested in order to help marketing managers increase their customers’ e-loyalty by making crucial changes in each purchase stage

The role of selected E-Retailer attributes and behaviours in cultivating online shoppers' repurchase intention

Abstract : This study evaluated the impact of selected online retailer attributes and behaviours on online shoppers’ repurchase intention. A model testing affordable delivery cost, transactional protection and order fulfilment was used to determine the impact of these attributes on shoppers’ repurchase intention. Data was collected from 580 online shoppers who had made online purchases within the three months preceding the survey. The model was tested using the structural equation modeling technique. The findings suggest that online retailers who offer affordable delivery, transaction protection and prompt order fulfilment have a significant direct effect on shoppers’ repurchase intention. The managerial implications of the findings are presented

Examining the Nonlinear Effects in Satisfaction-Loyalty-Behavioral Intentions Model

Extant research has widely investigated linear functional forms in satisfaction and loyalty models. Though complex nonlinear nature of satisfaction loyalty link is suggested by several researchers, few attempts have been made to empirically examine nonlinearity. Moreover, researchers have used divergent functional forms to model nonlinearity and their findings are often inconclusive. In this study we use nonlinear form to describe the relationship between satisfaction, attitudinal loyalty, purchase loyalty and customer behavioral intentions such as willingness to pay more and external and internal complaining responses in the context of business-to-consumer ecommerce. We find modest empirical support for nonlinear effects in the relationship. Results support nonlinearity only in the case of attitudinal loyalty to internal complaining response link. Results also present evidence about the mediating role of attitudinal loyalty in the relationship between satisfaction, purchase loyalty, willingness to pay more and internal complaining responses.

An investigation of online customer experience: understanding the drivers and consequences of a positive online customer experience in the e-retailing context

The Henley Centre for Customer Management views the development of our understanding of online customer behaviour as a strategically important component of a retailer’s performance. It has previously studied the drivers of online customer experience (OCE). This report continues this work and develops our understanding of OCE by investigating both the antecedent (pre-conditions) and consequences of a positive OCE. The study builds a model of OCE that views it as being composed of two experiential states: the cognitive (thinking/rational part of the customer) and the emotional (the feelings of the customer). The model contains a series of 10 antecedent conditions that influence the cognitive and emotional states. Three outcome variables are linked to OCE. These are the customer behaviours that result from a positive OCE and include Satisfaction, Trust and Repurchase Intention. The model is developed from previous HCCM studies and current thinking in marketing and customer management literature and incorporates 18 hypothesised relationships. The study uses a quantitative approach and collects data from online customers across the world but predominantly drawn from the UK and the US. The output includes the development of an online questionnaire to identify OCE and the validation of both this research instrument and the OCE model. The OCE model is broadly supported by the data analysis with 13 of the 18 hypotheses being significant. Managerial implications are provided to e-retailers that include insights into the role of control and empowerment for online customers; the growing importance of the ability for\ud online customers to customise their own web pages; and the importance of contact and connection with other customers within the online retail community. The relationship between satisfaction and re-purchase intention and the role of trust to reduce feelings of vulnerability are also explored

The Impact of Customer Satisfaction and Loyalty on E-Marketing: Moderating Effect of Perceived Value

The paper discusses the various components that impacts customer satisfaction, loyalty, e-marketing and perceived value has the moderating effect. Online platforms continues been important because of the reach and the diversity of the customers meaning e-marketing should target the unique market. It includes developing products and services in addition to procedures and processes that reflect the wants of the customers. For example, the studies have shown the design of the website, customer engagement, and skills integrated into the entire processes are important. Factors such as security, ease of navigation, conflict resolution and effective feedback systems are example of frameworks that creates a positive reputation about a form, which increase the satisfaction of the users. Recommendations have also been provided for the ways and strategies that businesses have to operate to create customer loyalty and sustain such loyalty. The Impact of Customer Satisfaction and Loyalty on E-Marketing: Moderating Effect of Perceived Value In marketing regime, customer loyalty is seen as the most important issues that affect way business is conducted and performed. Managers and researchers have used many antecedents for explaining customer loyalty. The literature also provides numerous measures for evaluating loyalty (Jain et al. 2018; Momotaz & Hasan, 2018). The common perspective of loyalty and customer satisfaction is based on repurchase intention and customer commitment (Pandey & Chawla, 2018). Word of mouth and willingness to pay are defined as the direct variables that are consequences of loyalty (Pandey & Chawla, 2016; Jain et al. 2018). Loyal customers provide numerous advantages to an organization including recommendation to others, higher share of wallet, and higher customer retention rates. Customer satisfaction and perceived value are linked to companies’ financial performance, recommend intention, repurchase and retention. Researchers perceives marketing as a framework that embraces the conception of the value notion in that customer ways the benefits received from the firm the offers the products and services and the consumer is ready to acquire the product foregoing other benefits (Ahmad, Rahman & Khan, 2017; Momotaz & Hasan, 2018). The goal of any establishment is customer satisfaction, which creates numerous benefits to an establishment (Pandey & Chawla, 2016; Potdar et al. 2018). Satisfaction with brands, companies, products and services is important influencing post purchase response that is directly tired with consumer outcomes such as retention and loyalty. Companies continuously want to understand the behavior of their customers and have employed numbers measuring metrics. Example of these metrics includes Net Promoter Score and satisfaction (Khadim et al. 2018; Momotaz & Hasan, 2018). The customers through such mechanisms can be satisfied and can persuade others to acquire from a specific brand or company (Ahmad, Rahman & Khan, 2017; Jain et al. 2018). However, when customers value a competitor’s products and services, it means a company could continue loosing (Ting et al., 2016; Potdar et al. 2018). The integral component is the word of mouth communication in that information can be spread from one customer to the next (Fan, Kim & Lee, 2016). Some of the information shared includes services, products, brands and other information specific to a company or a brand. Managers continuously use the word of mouth strategic approach, which contributes to the likelihood of purchase, value ratings and changes in consumer judgments. Perceived value is the merits or worth that a customer ascribes to a service or product. In most instances, the customers are unaware of variables tied to a service or product such as pricing and the solution to the consumers is the emotional appeal of the product or service (Ahmad, Rahman & Khan, 2017; Momotaz & Hasan, 2018). Consumer’s perceived value refers to the price that a consumer is ready to pat for products or services (Pandey & Chawla, 2018; Potdar et al. 2018). Customers focus on the final outcome of the product or project such as the need to meet certain satisfaction is the role of marketers. Perceived utility is also important because it refers to the values and benefits consumer receives from the use of service and product. Consumers demand services and products that offer and are useful to the customer and unsatisfied customer may not have a positive view of the product and service (Khadim et al. 2018; Jain et al. 2018). Perceived value also communicates expectations about the service and products. Therefore, perceived value is the persuasion or consumer behavior to acquire a product or service and is satisfied with the pricing. The expectation of the consumers is fulfilling inherent needs and wants

An assessment of e-service quality, customer satisfaction, and customer trust on customer behavior in online shopping

This purpose of this dissertation is to synthesize existing insight about e-service quality in online business and develop new visions that helps manager to understand the most important dimensions of e-service quality that have impact on customer satisfaction, customer trust, and customer behavior. This study focus on the impact of e-service quality of Indonesian e-commerce. This study tested the four-dimensions of e-service quality that better predict customer behavior. The result was expected to extend the insight about country culture difference might have different relevance of e-service quality attributes. Data from an online survey of 355 Indonesian online consumers were used to test the research model. Structural equation modelling technique was used to test the research model. The analytical result showed that three dimensions of e-service quality: website design, security/privacy, and fulfilment positively affect overall e-service quality. Meanwhile customer service is not significantly related to overall e-service quality. Later, overall e-service quality is significantly related to customer satisfaction and customer trust. This study also tested the impact of customer satisfaction and customer trust on customer behavior such as repurchase intention, word of mouth, and site revisit. Result indicate customer satisfaction and customer trust had a positive impact on customer behavior.O objetivo desta dissertação é sintetizar a percepção existente sobre a qualidade do serviço eletrónico em negócios on-line e desenvolver novas visões que ajudem o gestor a entender as dimensões mais importantes da qualidade do serviço eletrónico que têm impacto na satisfação, confiança e comportamento do cliente. Este estudo foca o impacto da qualidade do serviço eletrónico do comércio eletrónico na Indonésia, tendo testado as suas quatro dimensões de qualidade que melhor prevêem o comportamento do cliente. Pretende-se que os resultados obtidos permitam percepçionar melhor a diferença que a cultura do país pode ter na relevância dos diferentes atributos de qualidade do serviço eletrónico. Dados recolhidos de 355 consumidores on-line indonésios foram usados para testar o modelo conceptual mediante a aplicação de modelação de equações estruturais. Os resultados mostraram que três dimensões da qualidade do serviço eletrónico, designadamente design do site, segurança / privacidade e atendimento afetam positivamente a qualidade geral do serviço eletrónico. O atendimento ao cliente não está significativamente relacionado à qualidade geral do serviço eletrónico. Adicionalmente, a qualidade geral do serviço eletrónico está significativamente relacionada com a satisfação e com a confiança do cliente. Este estudo também testou o impacto da satisfação e da confiança do cliente no seu comportamento, bem como a intenção de recompra, o passa-palavra e a revisitação do site. O resultado indica que a quer a satisfação quer e a confiança do cliente tiveram um impacto positivo no seu comportamento

An integrated model for customer online repurchase intention

The explosion of e-commerce activities required industry and academia to understand the key determinants of consumers\u27 online repurchase intention. We developed an integrated model by examining how utilitarian factors (perceived ease of use and perceived usefulness), the hedonic factor (perceived enjoyment), and social/psychological factors (confirmation, satisfaction and trust) directly or indirectly influenced consumers\u27 continuance intention in the context of online shopping. Results from confirmatory factor analysis and structural equation model analysis with LISREL 8.72 indicate that both utilitarian factors and hedonic factors examined through this model provide statistically significant explanations of the variation in consumers\u27 online repurchase intention. In the post-purchase stage, utilitarian factors play a more important role than hedonic factors in predicting customer online repurchase intention. The integrated theoretical framework explains 63% of the variations in online repurchase intention

Consumer Satisfaction, Consumer-Brand Identification, and Repurchase Intention

This study proposes whether consumers will be loyal to a product with a brand that they have just bought and tried by knowing their repurchase intention. This study unfolds consumer satisfaction and consumer brand identification as the factors which can influence repurchase intention. A total of 177 samples were used. Path analysis in WarpPLS was used to examine the proposed hypotheses. The results showed a positive relationship influence of consumer satisfaction on repurchase intention. The results also showed a positive consumer-brand identification on repurchase intention. However, consumer-brand identification failed to moderate the relationship between customer satisfaction and repurchase intention

An integrated model for customer online repurchase intention

The explosion of e-commerce activities required industry and academia to understand the key determinants of consumers\u27 online repurchase intention. We developed an integrated model by examining how utilitarian factors (perceived ease of use and perceived usefulness), the hedonic factor (perceived enjoyment), and social/psychological factors (confirmation, satisfaction and trust) directly or indirectly influenced consumers\u27 continuance intention in the context of online shopping. Results from confirmatory factor analysis and structural equation model analysis with LISREL 8.72 indicate that both utilitarian factors and hedonic factors examined through this model provide statistically significant explanations of the variation in consumers\u27 online repurchase intention. In the post-purchase stage, utilitarian factors play a more important role than hedonic factors in predicting customer online repurchase intention. The integrated theoretical framework explains 63% of the variations in online repurchase intention

Analysis and optimization of distribution logistics for Just Water Company

This report details the various factors that affect the operational efficiency of distribution logistics. The research aimed at studying the existing components involved in the distribution logistics of Just Water. Distribution logistics begins at the end of the production line where the finished product is emerged until it reaches the customers. The literature review explains the key components of distribution logistics in an organisation. This research analyses the existing components of the distribution logistics of Just Water and discusses possible improvements that can be adapted to increase the overall efficiency of the distribution logistics operation. The background of the research is that Just Water faces difficulty with delivering its products on time during peak seasons. The research tries to unveil the reason for this delay and finds that the demands for extra water-out deliveries are interfering with the normal runs of the trucks, therein delaying their regular schedule. One another cause was found to be the shortage of supplies due to slow or less return logistics. The research suggests a change in the existing drop shipping distribution model and recommends the adaptation of intermediary or multi-stage distribution networks, possibly the ‘Last Mile Delivery’ configuration in order to reduce delivery lead-time, reduce transportation costs and improve customer satisfaction