E-loyalty model in e-commerce

Abstract

Companies based on Internet should remain competitive. One of ways of modified competitive advantage is the attraction of most customers and the increase of customer retention. In emerging commercial competitions, customer loyalty is an important characteristic for obtaining the continuation of competitive advantage. The purpose of this research is to show a theoretical model for the identification of effective factors on e-loyalty and to improve e-commerce toward the advancement of customers and sellers purposes. E-loyalty process is divided in to three phases that include cognitive, effectiveness and action in this model. Seven selected components of this research are: demographic characteristics, web site and technology, sales promotion, products level offered to customer, e-security and e-trust, e-satisfaction and e-loyalty. Case study of this research was performed in Sepahan Cement Company of Isfahan with about 115 questionnaires. Data analysis was performed by the Structural Equation Model (SEM) and LISREL software. The results of this research show that demographic characteristics of the customers and e-security and e-trust are effective factors on e-loyalty.