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Critical review of the e-loyalty literature: a purchase-centred framework

Valvi, Aikaterini C. and Fragkos, K.C. (2012) Critical review of the e-loyalty literature: a purchase-centred framework. Electronic Commerce Research 12 (3), pp. 331-378. ISSN 1389-5753.

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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.

Item Type: Article
Additional Information: The original publication is available at
Keyword(s) / Subject(s): e-loyalty, e-satisfaction, e-trust, customer behaviour, e-commerce, critical review, framework
School or Research Centre: Birkbeck Schools and Research Centres > School of Business, Economics & Informatics > Management
Depositing User: Ms Aikaterini C. Valvi
Date Deposited: 04 Sep 2012 08:20
Last Modified: 13 Jun 2013 09:12

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