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Customer loyalty in e-commerce: an exploration of its antecedents and consequences

2002; Elsevier BV; Volume: 78; Issue: 1 Linguagem: Inglês

10.1016/s0022-4359(01)00065-3

1873-3271

Srini S. Srinivasan, Rolph E. Anderson, Kishore Ponnavolu,

Technology Adoption and User Behaviour

Abstract This paper investigates the antecedents and consequences of customer loyalty in an online business-to-consumer (B2C) context. We identify eight factors (the 8Cs—customization, contact interactivity, care, community, convenience, cultivation, choice, and character) that potentially impact e-loyalty and develop scales to measure these factors. Data collected from 1,211 online customers demonstrate that all these factors, except convenience, impact e-loyalty. The data also reveal that e-loyalty has an impact on two customer-related outcomes: word-of- mouth promotion and willingness to pay more.