Abstract
According to a recent study by Van De Camp pointed out that online sales are expected to rise from $17 billion in 2005 to $18.4 billion in 2006 in China. Despite this spectacular annual growth of 8.2%, many web based businesses failed in recent years leading to the "dotcom bubble burst". With these changes, the business community saw a renewed interest in focusing on online customer satisfaction and retention through the creation of e-loyalty as a means for gaining a sustainable competitive advantage. E-businesses realized that by retaining customers, they can reduce cost because it is much cheaper to retain customers than to attract new customers. In this paper, I review the exist literature on e-loyalty. Based on the literature review, and the vast experiences in e-business, the papers first outlined the critical differences between traditional loyalty and e-loyalty, and then suggest a set of critical success factors to attain e-loyalty.
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