Abstract
ABSTRACTIn today's competitive electronic environment, online customer loyalty (OCL) represents a high-profile concept that has strategic importance for many service companies. The present research offers a conceptualization of OCL, develops a reliable scientific instrument that captures its various dimensions, carefully validates the OCL scale in different contexts and in a structural equation model, and proposes how the OCL scale can be used as a strategic tool for business managers aiming to improve their customer retention strategies.
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