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Examining the Impact of E- Shopping on Customer Loyalty

Author

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  • Nancy Awadallah Awad

    (Sadat Academy for Management Sciences, Department of Computer and Information Systems, Cairo, Egypt)

Abstract

The majority decisions of online customers make are by tracing the electronic word of mouth and online comments which belong to previous customers and is affected by some fears. This study applied a decision tree method to customer data of those who visit a popular group on Facebook (SouqEgypt). Findings in this study indicated that social media marketing for increasing customer's retention and loyalty are influenced by customer's income, education level and occupation. This study helps marketing managers to enhance customer loyalty and in the long run maximize returns on marketing.

Suggested Citation

  • Nancy Awadallah Awad, 2019. "Examining the Impact of E- Shopping on Customer Loyalty," International Journal of Online Marketing (IJOM), IGI Global, vol. 9(3), pages 82-94, July.
    • Handle: RePEc:igg:jom000:v:9:y:2019:i:3:p:82-94
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    Cited by:

    1. Novkovska, Blagica & Dumicic, Ksenija, 2019. "Ordering Goods And Services Online In South East European Countries: Comparison By Cluster Analysis," UTMS Journal of Economics, University of Tourism and Management, Skopje, Macedonia, vol. 10(2), pages 163-173.

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