What is it about?

This paper investigates how customer loyalty can be created and/or enhanced in online shopping. The statistical population of the study includes the customers of several online stores in Iran.

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Why is it important?

Nowadays, the internet has become a suitable platform for the trade of products and services. Online shopping transactions are carried out without face-to-face contact; thus, various factors can affect customers’ purchase intentions. In addition to aesthetics and ease of use, trust is a critical factor which allows customers to choose an online store. Online merchants need to find ways to keep trusting customers satisfied and loyal.


This study is expected to provide contribution in form of better explanation of the role of e-service quality and e-recovery in behavioral customer loyalty in online shopping among Iranian consumers. In this paper, we developed a novel measure which is different from those proposed by Parasuraman. The measure is more concise and can prove effective in online studies.

Dr Majid Mohammad shafiee
Department of Management, Faculty of Administrative Sciences & Economics, University of Isfahan

Read the Original

This page is a summary of: Behavioral Customer Loyalty in Online Shopping: The Role of E-Service Quality and E-Recovery, Journal of theoretical and applied electronic commerce research, January 2018, SciELO Comision Nacional de Investigacion Cientifica Y Tecnologica (CONICYT),
DOI: 10.4067/s0718-18762018000100103.
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