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Should I stay or should I go?: A study exploring how service influence e-loyalty
Kristianstad University, School of Health and Society.
Kristianstad University, School of Health and Society.
2016 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Being an e-retailer within the Swedish fashion e-commerce industry while the biggest change in relationship marketing since the industrial revolution takes place, e-loyalty can be claimed to be more crucial than ever before. The ability influencing customer being loyal is claimed to be harder within e-commerce compared to traditional physical stores and also claimed to be more expensive. With this presented, knowing what influences e-loyalty can be a decisive advantage.

Previous research has been conducted and showed as stated, customer trust and satisfaction have a positive relationship to customer loyalty and profitability of organizations. But in order to achieve a higher level of e-loyalty, this study aims to develop an understanding of how service can influence e-loyalty.

Based on the theoretical framework in addition with the conducted informal discussion with practitioners within the studied industry, a conceptual model has been created. To test this model, a questionnaire was created and answered by 95 students at Kristianstad University. Through this, the collected data was evaluate and brought the conclusion that some factors previous literature has identified can be questioned. Therefore, more extensive research can be necessary in order to better understand the scientific gaps in the field.

As the results indicate a variation within the control variable shopping frequency, we suggest that future research focuses on evaluating this variable further. With better understanding the different potential customers, a higher level of e-loyalty can be achieved.

Place, publisher, year, edition, pages
2016. , 53 p.
Keyword [en]
e-commerce, loyalty, e-loyalty
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hkr:diva-16396OAI: oai:DiVA.org:hkr-16396DiVA: diva2:1062799
Subject / course
Företagsekonomi
Educational program
Degree of Bachelor of Science in Business and Economics
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2017-02-10 Created: 2017-01-08 Last updated: 2017-02-10Bibliographically approved

Open Access in DiVA

fulltext(1215 kB)41 downloads
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File name FULLTEXT01.pdfFile size 1215 kBChecksum SHA-512
b3f7261ef761a096ed090debb2f0af300b0195f04ee820b11306328f770a7a2b289842687e81cc29fef71cda962edcf618c0a8b13c2505d1712f1b9726d4e708
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf