What is it about?
The present study attempts to explore the factors that help in building e-loyalty towards online retailers. For this purpose, the researchers employed a research instrument that comprises constructs of the modified eTailQ scale, Hedonism and E-satisfaction that together result in the formation of E-loyalty. The results are based on a researcher-controlled student sample of 159 respondents. Findings demonstrate that Customer Service, Privacy, Entertainment and E-satisfaction are the major contributors in the formation of E-loyalty.
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Why is it important?
With the increase in the number of Internet users, the number of e-marketers has also increased. And in the context of online retailing, the service quality being offered is increasingly being used as a tool for competitive advantage. E-tailers are in need of embracing superior e-services to attract, retain and convert patrons into loyal customers.
Perspectives
It was a great experience while working on this paper with my co-authors. I hope the findings of the study are useful to the marketers as well as the academicians.
Dr. ASAD AHMAD
Aligarh Muslim University
Read the Original
This page is a summary of: Exploring the role of website quality and hedonism in the formation of e-satisfaction and e-loyalty, Journal of Research in Interactive Marketing, August 2017, Emerald,
DOI: 10.1108/jrim-04-2017-0022.
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