Online Loyalty Research Articles

Brand name, image, word of mouth towards buying habits and customer loyalty online shop

The public consumption pattern was a subject to change with the era development. Wherein, the many demands to be able to avail goods or services without efforts to come transact. Therefore, Online shop term becomes familiar in the present to enter a very tight trading competition. Thus, it was necessary to analyze how high the influence of brand name and image, word of mouth influence buying habits and how high influence consumer loyalty to continue to choose an online shop. The research was intended to know the influence of brand and image, word of mouth for a product with its simple trade concept through technology media that can be utilized in all circles. In conducting online surveys of data through questionnaires to obtain a valid data using questions. The inferential analysis in the present study was conducted by partial least square (PLS) method by using Smart PLS 3.0 M3 program. The steps were taken in the process of PLS. Regarding the result, R2 value for brand name, brand image, and word of mouth on buying habit was 0.356. Whereas the influence of brand name, brand image, word of mouth and buying custom to customer loyalty R2 value was 0.772. The value of q-square predictive relevance (Q2), yields a number was 0.8532. Brand name to buying habits variable was 0.367 with the t-statistic condition was 2,432 > t - table 1.96 (accepted). Brand Name variable to customer loyalty variable was 0,242 with status of t - statistic equal to 3,324 > t-table 1,96 (accepted). Brand image to buying habit variable was 0.120 with state of t-statistics was equal to 0,965 t-table 1,96 (accepted). Word of mouth to buying habit variable was 0.180 with the state of t-statistics was 1,214 t-table 1,96 (accepted). Buying habit to customer loyalty variable was 0,156 with t-statistic was 2,415 > t - table 1,96 (accepted).

PERSEPSI NILAI PELANGGAN MEMEDIASI PENGARUH KEPERCAYAAN MEREK DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN BERBELANJA ONLINE (STUDI KASUS PADA ZALORA ONLINE SHOP)

ABSTRACT
 The purpose of this study is the role of customer value perception mediate brand trust and quality of service on customer loyalty online shopping (case study on Zalora Online shop). This research was conducted in Zalora Online shop with analytical data path analysis technique. The number of samples obtained by using non-probability sampling method is 150 respondents.
 Based on the results of the analysis can be known brand trust has a significant positive effect on customer loyalty. Quality of service has a significant positive effect on customer loyalty. Brand trust has a significant positive effect on the perception of customer value. Quality of service has a significant positive effect on the perception of customer value. The perception of customer value has a significant positive effect on customer loyalty. Customer value perceptions mediate the positive impact of brand trust and service quality on customer loyalty shopping at Zalora Online shop.
 
 Keywords: Customer value, brand trust, service quality, customer loyalty

DAMPAK PERILAKU KONSUMEN TERHADAP PENGGUNAAN AKSES SITUS ON-LINE SHOP (STUDI KASUS PADA MAHASISWA DI UNIVERSITAS PANCASAKTI TEGAL)

<p>ABSTRACT</p><p><br />The development of information technology has touched various joints of human life, especially the development of the internet. The development of the internet forms a new world where every individual has the right and ability to interact with other individuals indefinitely. The objectives of the research are (1) The influence of service quality on consumer satisfaction in accessing online shop website, (2) To know the influence of attitude and trust toward online shop shop user and (3) Influence of satisfaction to consumer loyalty online shop. Data analysis method used is included in the category of quantitative data analysis is a data analysis using statistical instruments. Statistical instruments used are Chi Square Test and performed using SPSS (Statistical Package For Social Science) software. The results of model fit testing showed that the four factors (cultural, economic, social and ethical) that have the most contigency coefficient on consumer behavior in accessing online shop site are Social variables. This means showing a group of people or individuals having a relationship between consumers with each other in choosing products through an online shop site and building good communication in choosing products and knowing the risks faced when buying products through online shop site.</p><p>Keywords: Consumer Behavior, Use of On-Line Website Access Shop</p>

Factors driving consumer loyalty intention towards e-tailers: an integrated model

Online shopping has emerged as one of the most important e-commerce applications in recent years. However, there is limited empirical research which has examined factors driving Indian consumers' loyalty intention towards e-tailers. Thus, this study proposed and tested a model that examines the effect of perceived website quality, security and privacy policy, shared value, and perceived e-tailer reputation on online consumer's trust, perceived risk, satisfaction, and loyalty intention in India. Data were collected from Indian online consumers and analysed using structural equation modelling. The results showed that perceived website quality has a strong positive effect on customer satisfaction. Data further demonstrate that security and privacy policy, and perceived e-tailer reputation directly influence e-trust. Online shopper's previous satisfaction with an e-tailer also builds e-trust and thus, decreases perceived risk. When a consumer is more satisfied with an e-tailer and has stronger trust on the same, this will lead to higher loyalty intention towards the e-tailer. These findings have interesting implications for website designers and online retailers. Finally, we discuss some limitations of our study and directions for future research.

Do channel integration efforts pay-off in terms of online and offline customer loyalty?

PurposeThe purpose of this paper is to investigate the effects of multichannel integration (MCI) on customer loyalty. The specific objectives are to provide an appropriate reliable measure of the construct, and to analyse the impact of MCI on offline and online loyalty, both directly and by mediation of customer satisfaction.Design/methodology/approachThe paper focusses on the retail apparel sector of Spain and the UK. The authors applied a scale development process and tested the model with data of 761 multichannel apparel shoppers. The proposed theoretical model was estimated through EQS 6.1 and a mediation test was calculated.FindingsThe findings show, first, that the construct of channel integration has two dimensions: reciprocity, which refers to the possibility of crossing the channels while shopping, and coordination, which refers to the alignment of offline and online offers. Second, that MCI affects positively both offline and online loyalty both directly and through satisfaction, which partially mediates the relationship.Research limitations/implicationsCulture might play a moderating role in the relationships found that are not analysed.Practical implicationsThe findings have implications for the managers of multichannel retail companies as they help to understand the benefits of channel integration in creating a loyal customer base both online and offline.Originality/valueThis paper contributes to the literature on multichannel retailing in two main ways: first, by developing a scale to measure MCI, and second, by demonstrating that MCI has strong effects on customer satisfaction and loyalty.

Consumer Attitude and Loyalty in Online Shopping Environments

In the online shopping environment, loyal customers are considered extremely valuable. Loyalty is generally attributed to satisfaction with the quality of service offered by the e-marketers' to their customers. The application of technology-based service has grown rapidly in the recent years, but the current understanding of customer retention and attitude in such contexts remains limited. The present article empirically investigates the roles of e-store facets, consumer attitude and loyalty in online shopping environments. The results posit that the e-store facets such as ease of use, credibility, price benefit, security and service quality positively influence online consumer loyalty via online consumer purchase attitude, whereas functionality and innovativeness do not have much influence on consumer attitude and loyalty. The findings afford not only practical implications for e-marketers but also directions for future research on online customer attitude and loyalty.

Understanding loyalty in multichannel retailing: the role of brand trust and brand attachment

PurposeThe purpose of this paper is to understand loyalty in the multichannel retail context. The paper analyses the interplay between offline and online loyalty and the direct and indirect effects on loyalty of brand trust and brand attachment, in a cross-cultural study.Design/methodology/approachOnline survey answered by 761 multichannel apparel shoppers in two countries (UK and Spain). Structural equation model multigroup analysis is performed to test the hypothesized relations and the role of culture as a moderating variable.FindingsOnline loyalty is largely driven by offline loyalty, which is also positively affected by brand trust and brand attachment. These relationships hold across the two different cultures.Research limitations/implicationsThe findings confirm the validity of applying the theory of cognitive dissonance to explain multichannel shopping behaviours. The authors did not find culture that affects the relationships in the model; however, the validity of these findings should be tested considering other cultural variables different from nationality.Practical implicationsMultichannel retailers should focus on building trust and attachment towards the brand if they want to get online and offline loyalty. The efforts to build stronger bonds between the customer and the retail brand translate into higher loyalty, particularly towards the offline channels.Originality/valueThis paper extends the literature on the interactions between online and offline behaviour by focussing on the power of the brand to build strong customer bonds. The model considers the role of brand attachment together with brand trust in offline and online loyalty simultaneously.

The Impact of E-Service Quality and E-Loyalty on Online Shopping: Moderating Effect of E-Satisfaction and E-Trust

This paper analyzes the role of online satisfaction and e-trust as mediators in the relationship between electronic service quality (e-SQ) and online loyalty (integrating behavioral and attitudinal elements), in the context of e-shopping. In an increasingly competitive environment, e-retailers need to know the determinants of the success of their online distribution channels in terms of service quality and the influence of this on e-satisfaction, e-trust and e-loyalty. Using a sample of 302 website users of amazon.com in Jordan, confirmatory factor analysis and structural equation modeling were performed to test the relationship between these dimensions. Three dimensions were found to be the main explanatory factors of e-SQ, namely efficiency, privacy and customer service. In addition, it was confirmed that satisfaction mediates the relationship between e-SQ and behavioral and attitudinal loyalty.

Intensifying online loyalty! The power of website quality and the perceived value of consumer/seller relationship

Purpose Stimulated by trends in group purchasing and online social communities, consumers are changing their shopping behavior and increasingly turning to websites for their shopping needs. The purpose of this paper is to investigate how website quality influences shopping websites to create value for the customer and promote loyalty among customers, as well as moderating effects of online shopping experience. Design/methodology/approach This study collected data from 275 respondents for testing against the proposed research model by means of the partial least squares (PLS) path modeling. ADANCO software was used to assess the reliability and validity of the measurement model, conduct an analysis of the goodness of model fit for the overall model, and test the hypotheses through structural modeling. Findings Empirical results demonstrate that system quality and electronic service quality (e-service quality) have a significant positive effect on the perceived value of consumer/seller relationship; the perceived value of the consumer/seller relationship has a significant positive effect on online loyalty; online shopping experience does not exert a moderating effect on the relationship between website quality and the perceived value of consumer/seller relationship. Originality/value This study applied the PLS path modeling approach using ADANCO variance-based structural equation modeling software to verify that website quality plays an important role in distinguishing a brand from other brands in e-tailing, making it an essential factor of a shopping website’s business success. This study further verified that the amount of previous online shopping experience a consumer has does not interfere with the positive influence that website quality exerts on the perceived value of the consumer/seller relationship. The above indicates that it is imperative for website managers to adopt online shopping experience of consumers as a market segmentation variable so as to enhance website quality, increase the perceived value of consumer-seller relationships, and win consumer loyalty.

온라인 공익연계광고의 소비자 반응에 관한 실증적 연구

Cause-Related Marketing (CRM) has emerged as a new concept that links CSR activities to marketing, enabling corporations to pursue both building company-consumer partnership and gaining mutual benefits that are elicited from the partnership. Among various cause-related marketing activities, on-line cause-related advertising is the most commonly used one. The purpose of this study is to examine the direct effects of on-line cause related advertising and moderating role of ethical consumption tendency. In particular, this study intends to contribute to successful development of on-line cause-related advertising strategy by focusing on the relationship between the four factors: customers’ perception of on-line cause-related advertising, brand-consumer relationship, brand attachment and loyalty. The results of this study are as follows: First, customers’ perception of on-line cause-related advertising was related positively to brand-consumer relationship. Second, brand-consumer relationship was related positively to brand attachment and customer loyalty. Third, brand attachment was related positively to customer loyalty. Also, from the consumer’s psychological view, ethical consumption tendency had significant moderating effect to pass from customers’ perception of cause-related advertising to brand-consumer relationship and brand attachment. The results of this study contribute to the literature as a new attempt to examine the effect in the on-line cause related advertising area.

The Roles of Website Characteristics and Social Network Communities in Developing Customer E-loyalty in the Online Travel Industry

Internet and social network communities have become the essential channel for people looking for tourism information and online purchases or reservations. The academic community strive to better understand which factors influence online satisfaction and loyalty in the online travel industry. Many antecedents to e-satisfaction have been identified in the literature, namely functional and relational website characteristics. While many studies have assessed the influence of functional characteristics on esatisfaction such as usability and security, few research focused on the influence of social and human dimensions of the interface, called relational characteristics, especially in the online travel context. In fact, the relational features have been studied as a part of the optimization of the website interface and not from the logic of loyalty and brand-customer relationships. Moreover, there is a call in the literature for more research on the impact of individual engagement on social networks sites on loyalty generation. Thus, the objective of this study is to investigate how online attributes under the control of the cyber-merchant (website functional and relational attributes) and social networking sites where the firm has far less control, foster e-saisfaction and e-loyalty in the online travel industry. A self-administered survey was used and data were collected from university students who had shopped from an online travel company in the past year. By using SEM modelling, results show that usability, quality of support, and security/privacy positively impact e-satisfaction while e-satisfaction influences both cognitive and affective loyalty. Further analyses showed that personalization and online social network communities significantly influence both cognitive and affective loyalty while perceived social presence has a negative impact on cognitive loyalty. By understanding website drivers of online satisfaction and loyalty, this study contribute to help online travel companies develop strategies positioned to build long-term relationships, and thereby gain a competitive advantage.

Impact of changing consumer lifestyles and website quality on online satisfaction and loyalty - an emerging market framework

Online loyalty or electronic loyalty is argued to be a key imperative for survival of the online retailers. The existing approach for studying it is largely fragmented, examining only certain stages of the purchase process or focussing on certain factors, with little or no clarity on the methodological incorporation of domain and context specificity. Previous studies done in the developed countries may not be applicable in emerging markets where consumers are still undergoing transformation from their encapsulation in traditional beliefs and values into a technology driven modern way of life. This study extends existing loyalty framework with due consideration to the methodology as well as the development level of e-commerce in the market. It proposes a framework which juxtaposes impact of advancing technology across each purchase stage using constructs of e-lifestyles, website quality and e-satisfaction and their impact on e-loyalty. A comprehensive understanding of these constructs will lead to better understanding of online consumer behaviour in emerging markets like India.

The role of the brand in driving online loyalty for multichannel retailers

Multichannel retailers offer shoppers the possibility to cross channels to complete their shopping process. Multichannel retailers, unlike pure online sellers, offer shoppers multiple contact points to experience the brand. Also, multichannel retailers can leverage the trust and attachment to their brands that has been built with their offline presence to drive customers to buy online. Our paper explores the role of the customer relationship with the brand, with variables such as brand trust, brand attachment and length of brand relationship, as drivers of loyal behaviours towards the online channel. We compare the impact of these variables with those of the technology acceptance model. Multiple linear regression analysis is applied to data collected through a survey answered by 1533 multichannel retail shoppers in two product categories (apparel and consumer electronics) in two countries (UK and Spain). Our findings show that both brand trust and brand attachment have a positive impact on loyal behaviours towards the online channel, and that different loyalty behaviours, i.e. purchase intentions, word of mouth and electronic word of mouth are explained by different variables.

저비용항공사의 지각된 가치가 온라인 고객만족, 신뢰 및 충성도에 미치는 영향연구 - 저비용항공사의 국내선과 국제선 비교 -

저비용항공사의 지각된 가치가 온라인 고객만족, 신뢰 및 충성도에 미치는 영향연구 - 저비용항공사의 국내선과 국제선 비교 -

Return on web site visit duration: Applying web analytics data

Much research on internet marketing and e-commerce shares a great interest in a key performance metric for e-tailer success online: the shopper’s time spent on the web site, commonly known as ‘web site visit duration’. Visit duration has been used as a useful proxy to measure web‘stickiness’ because it enhances visitor-to-buyer conversion rate and often leads to online loyalty. The motivation of this study is the recognition of web site visit duration as an important metric to e-commerce success, and also the relative paucity of research on theoretical frameworks that explain visit duration. This study draws on the two-stage choice model literature and posits that shopper visitation to an e-commerce web site is a function of the choice decision processes. We construct a model to decompose online shoppers’ decision for visit duration into two choice stages. In Stage 1, shoppers are explorative with less effortful visitation behaviour (eg using search engine to reach a site). In Stage 2, shoppers engage in more effortful and depth visitation activities (eg viewing more Web pages). We empirically test our model using observed web analytics data from 94 UK e-stores to unveil the decision process mechanism for Stage 1 and Stage 2, respectively, and also the transition between the two stages (eg bounce from the web site), which is lacking in extant literature because of its unobservable nature.

What Keeps the E-Banking Customer Loyal? A Multigroup Analysis of the Moderating Role of Consumer Characteristics on E-Loyalty in the Financial Service Industry.

At first sight the Internet is the ideal medium for carrying out banking activities due to its cost savings potential and speed of information transmission. From a technological and cost-driven standpoint it may seem quite logical for banks to shift as many banking activities online as possible. At the same time, the question of how to foster customer loyalty arises when the relationship between the bank and the user becomes a virtual one.This paper investigates the importance of antecedents of online loyalty such as trust, quality of the Web site, quality of the service and overall satisfaction. Rather than investigating which factors drive customers to use online banking instead of offline banking, this paper addresses the problem of how to keep customers online and loyal to a specific supplier.A survey among more than 2,000 customers of an Austrian online bank was conducted and a structural equation modeling approach was used to gain important insights into how customer retention in the online banking business can be ensured. Satisfaction and trust were identified as important antecedents of loyalty. Additionally, the moderating role of consumer characteristics (gender, age, involvement, perceived risk and technophobia) was supported by the data.

The Impact of the Multi-channel Retail Mix on Online Store Choice: Does Online Experience Matter?

More and more grocery retailers are becoming multi-channel retailers, as they are opening an online alternative next to their traditional offline supermarkets. While the number of multi-channel grocery shoppers is also expanding at a fast growth rate, there are still large differences in online shopping frequency, and as a result, in the levels of experience with buying in the online grocery channel. This study wants to (i) identify the underlying drivers of online store choice and (ii) explore if and how these drivers change when multi-channel shoppers gain online grocery shopping experience. We investigate this question with an online store choice model using purchase data of an extensive UK household panel over a two-year period, covering all multi-channel retailers in the grocery market. Our results show that multi-channel shoppers, at the start of online grocery shopping, tend to select the online store belonging to the same chain as their preferred offline store, especially when the online store is strongly integrated with the offline store in terms of assortment. When online grocery shopping experience increases, multi-channel shoppers’ focus shifts from a comparison within a chain across channels to a comparison across chains within the online channel, resulting in an increasing importance of online assortment attractiveness and online loyalty when choosing an online store.

Empirical research on the impact of network externalities on online loyalty in B2B platforms

Online loyalty and its antecedents have been examined extensively in numerous publications over recent years. The present research aimed at understanding how network externalities, including both direct and indirect ones, determine online loyalty. First, a theoretical model of online loyalty in B2B platforms was elaborated. Then, data collected from 1,348 subjects were analysed with structural equation modelling to test the hypotheses. The results confirmed the positive influence of both direct and indirect network externalities on the formation of online loyalty. In light of the major findings, managerial implications for online loyalty are provided in the setting of B2B electronic commerce.

Does offline market share drive online loyalty? Double jeopardy phenomenon in the context of print magazines and magazine websites

The purpose of this study is to examine loyalty towards print magazines and magazine websites among magazine website audience. We assess whether the market position in the printed magazine markets is transferred into the internet. We base our hypotheses on double jeopardy (DJ) phenomenon, and we test whether it holds for 'true loyalty', which reflects preference rather than mere habit. We found that the true loyalty towards the magazine website is driven by the market share of the print magazine. However, in the case of printed magazines, it seems that customers of magazines with lower market shares express a stronger level of true loyalty than customers of market leader magazines.

Online loyalty and its interaction with switching barriers

The results of empirical research on online retail switching tendencies is quite mixed and only a few have specifically examined the presence, frequency or impact of switching barriers and switching inducements in the context of online services. Empirical evidence shows that there is “stickiness to certain sites” experienced by online customers and that they do less comparative shopping than might be expected. This paper conceptualises online switching behaviour as the interaction of barriers and inducements (both real and perceived) using Oliver׳s four-stage loyalty model. It also highlights the need to re-examine the concept of online loyalty and its interaction with switching barriers and inducements in the online context.