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

Studenti kao lojalni korisnici informativnih mrežnih stranica: kako faktori upotrebljivosti, poznatosti, zadovoljstva i reputacije koreliraju s lojalnosti korisnika

In a time of increasing competition in online news, it is important for the publishers of news websites to retain loyal users. This paper contributes to the study of loyalty through an investigation of the factors that affect the loyalty of young users of news websites and motivate them to return there. The research sample in this study was made up of students (N=408) at universities in Slovakia who use news websites to search for information every day. Correlation and regression analyses have been used to test the hypotheses. The results of this research confirm that usability, familiarity, satisfaction and reputation have a direct and positive relationship to the users’ loyalty as reflected in daily use of a news website. The correlation shows that loyalty is associated particularly closely with reputation and satisfaction with a selected news website. Regression analysis shows that there are also other variables that affect users’ loyalty.Izdavačima informativnih mrežnih stranica važno je u vrijeme rastuće konkurencije u online vijestima zadržati lojalne korisnike. Ovaj rad doprinosi proučavanju lojalnosti istraživanjem faktora koji djeluju na lojalnost mladih korisnika informativnih mrežnih stranica i motiviraju ih na ponovno posjećivanje. Uzorak u ovom istraživanju čine studenti (N = 408) sa sveučilišta u Slovačkoj koji svaki dan koriste informativne mrežne stranice u potrazi za informacijama. Korelacijska i regresijska analiza korištene su za testiranje hipoteza. Rezultati istraživanja potvrđuju da su faktori upotrebljivosti, poznatosti, zadovoljstva i reputacije u izravnoj i pozitivnoj vezi s lojalnosti korisnika, što se odražava u svakodnevnom korištenju informativnih mrežnih stranica. Lojalnost je osobito blisko povezana s reputacijom i zadovoljstvom s odabranim informativnim mrežnim stranicama. Regresijska analiza također pokazuje da postoje i druge varijable koje djeluju na lojalnost korisnika

REPURCHASE BEHAVIOR IN B2C ECOMMERCE-A RELATIONSHIP QUALITY PERSPECTIVE

Information systems research continues to pay increasing attention to online customer retention. Drawing on the relationship marketing literature, this study formulates and tests a theoretical model to explain B2C ecommerce consumer repurchase intention from the perspective of relationship quality. The model was empirically tested through a large-scale survey conducted in Northern Ireland. The results show that relationship quality impacts consumer repurchase intention positively. Meanwhile, relationship quality is positively influenced by vendor expertise on order fulfillment, vendor reputation, and website usability. Vendor opportunistic behavior influences relationship quality negatively. Implications for future research and practice are also discussed

The moderating role of website familiarity in the relationships between e-service quality, e-satisfaction and e-loyalty

Intense competition drives e-tailers to search for radically new ways to maintain and increase their market share. Drawing on Bagozzi’s (1992) appraisal → affective response → behavior framework, this study highlights the need, and develops a framework for customer e-loyalty and website familiarity for e-tailer. The purpose of this study is to investigate the moderating role of website familiarity in the relationships between e-service quality, e-satisfaction and e-loyalty in the context of an emerging economy, Turkey. The survey data were obtained using a judgmental sampling technique and analyzed through structural equation modeling. The findings show that website familiarity has a significant positive moderating effect on the relationship between e-satisfaction and e-loyalty, while e-service quality positively affects e-loyalty directly and indirectly through e-satisfaction. Implications for research and practice are discussed.No sponso

A holistic framework of corporate website favourability

This paper extends the current knowledge of corporate website favourability (CWF) by developing a comprehensive conceptual model of its influence on corporate image, corporate reputation, loyalty and identification. The paper reviews previous studies on corporate websites from the perspectives of marketing, management, corporate identity and corporate visual identity in order to inform our understanding of the antecedents and consequences of CWF. The propositions and the conceptual framework present an approach by which a corporation can design and manage a favourable corporate website. A number of important contributions are offered: First, the paper adds to the understanding of CWF; second, it discusses the antecedents of CWF by drawing upon the existing literature; third, it is beneficial for practitioners in shaping CWF strategies, and fourth, it offers possible consequences of CWF and provides a framework for future testing

A meta-analysis of online trust : examining main and moderating effects

textThe purpose of this study was (1) to conduct a meta-analysis on the antecedents and consequences of online trust; (2) to test for seven moderating variables involving online trust; and (3) to use the pooled correlation matrix to fit the research model. The data for the meta-analytic procedure involved 120 papers reporting 150 independent studies. Results showed statistically significant relationships involving online trust and its various antecedents (e.g., perceived security) and consequences (e.g., behavioral intention). The relationships were heterogeneous across studies and the variances for the reported effect sizes were partially explained by certain methodological characteristics. The meta-analytic structural equation modeling analysis indicated that online trust mediates the effect of various antecedents on behavioral intention. A discussion of results, implications, limitations, and future research is provided.Informatio

Examining the influence of corporate website favorability on corporate image and corporate reputation: findings from fsQCA

This study uses the attribution and signaling theory perspective to scrutinize the key impacts of the determinants of corporate website favorability. In addition, this paper examines the main influences of satisfaction and attractiveness on corporate image and reputation, observes the role that the demographics of consumers (gender and age) play in such relationships, and proposes a research model along with research tenets. To examine these tenets, the conceptual framework was empirically evaluated through the perceptions of 563 consumers toward the financial setting in Russia (563). This study employs complexity theory, which integrates the principle of equifinality. To examine the data, this research employs fuzzy set qualitative comparative analysis (fsQCA) and confirmatory factor analysis (CFA). Additionally, this study makes a managerial contribution to the understanding of marketing and communication managers and website designers regarding the associations among corporate website favorability, its antecedents, and its consequences

Uncertainty Avoidance and Consumer Perceptions of Global e-Commerce Sites: A Multi-Level Model

47 pagesOnline purchasing is a decision-making process that involves inherent uncertainty. Yet consumer tolerance for uncertainty differs across cultures, requiring e-vendors to decide whether to adapt websites to different cultures when operating globally. We examine the effect of Hofstede’s cultural dimension of uncertainty avoidance (UA) on consumer perceptions of e-loyalty. Viewing information quality, trust, and system quality as uncertainty reduction mechanisms, UA is hypothesized to moderate relationships involving these constructs in a recognized model of IS success. Specifically, we posit that relationships involving these constructs will be stronger for consumers from high UA cultures. Using data drawn from over 3,500 actual consumers from 38 different countries, and controlling for the impact of other cultural dimensions, results suggest that UA moderates the effects of information quality on perceived usefulness, and of trust on e-loyalty, but not system quality relationships. We discuss practical implications of our research, in regard to designing websites intended for global use

Web Design Attributes in Building User Trust, Satisfaction, and Loyalty for a High Uncertainty Avoidance Culture

In this study, we attempt to evaluate the user pref6 erences for web design attributes (i.e., typography, color, content 7 quality, interactivity, and navigation) to determine the trust, sat8 isfaction, and loyalty for uncertainty avoidance cultures. Content 9 quality and navigation have been observed as strong factors in 10 building user trust with e-commerce websites. In contrast, inter11 activity, color, and typography have been observed as strong de12 terminants of user satisfaction. The most relevant and interesting 13 finding is related to typography, which has been rarely discussed 14 in e-commerce literature. A questionnaire was designed to collect 15 data to corroborate the proposed model and hypotheses. Further16 more, the partial least-squares method was adopted to analyze the 17 collected data from the students who participated in the test (n 18 = 558). Finally, the results of this study provide strong support to 19 the proposed model and hypotheses. Therefore, all the web design 20 attributes were observed as important design features to develop 21 user trust and satisfaction for uncertainty avoidance cultures. Al22 though both factors seem to be relevant, the relationship between 23 trust and loyalty was observed to be stronger than between satis24 faction and loyalty; thus, trust seems to be a stronger determinant 25 of loyalty for risk/high uncertainty avoidance culture

Co-Creating Brand Image and Reputation through higher Education Internal-Stakeholder's Social Network

By drawing on social identity and stakeholders’ theories, this paper seeks to examine how universities co-create and manage their brand image and brand reputation through tapping into internal-stakeholders’ social network. This research utilises explanatory research design at the preliminary stage, and the subsequent model is examined via a positivist survey carried out among higher education internal stakeholders in the UK. The results show that the relationship between navigation design of the website, usability of the website and customization of the website are not significant from students’ perspective, whereas all those are significant from employees’ perspective. Furthermore, the relationship between logo and co-creation behaviour is not significant from employees’ perspective while it is significant from students’ perspective. University website is the most important marketing tool to attract students and other stakeholders. Therefore, these findings have significant implications for higher education branding and marketing managers aiming to design appropriate communication tools with a view to actively engage students and employees in a co-creation process to improve their products, services and brand image