IDEAS home Printed from https://ideas.repec.org/h/spr/spbrcp/978-3-031-23574-0_3.html
   My bibliography  Save this book chapter

Loyalty in E-Commerce

In: Customer Behaviour in eCommerce

Author

Listed:
  • Daniel Kvíčala

    (School of Business Administration in Karviná, Silesian University in Opava)

  • Halina Starzyczná

    (School of Business Administration in Karviná, Silesian University in Opava)

Abstract

Customer loyalty is considered by many researchers and managers as one of the key factors for the success of a company. Loyal customers have a positive relationship with the company, spread positive references or reduce the cost of sales and thus represent a potential competitive advantage. These facts take on even greater importance in the rapidly evolving field of e-commerce, which has given rise to the term e-loyalty. At the same time, however, there are views that question the meaning of loyalty and e-loyalty, which raises the need to clarify its real meaning using empirical data. Therefore, the aim of this chapter is to provide new insights through research to fill this need and further determine how e-loyalty affects purchases, sales and customer behaviour. In total, the research involves 11 firms and more than 13,000 customers from five countries, who made over 15,000 purchases and 15 million sales. Thus, the chapter includes a theoretical perspective on the meaning, drivers and consequences of e-loyalty and empirical research to quantify the impact of e-loyalty on e-shop purchases and sales and how e-loyalty is perceived by the operators themselves e-shops.

Suggested Citation

  • Daniel Kvíčala & Halina Starzyczná, 2023. "Loyalty in E-Commerce," SpringerBriefs in Business, in: Šárka Zapletalová & Halina Starzyczná (ed.), Customer Behaviour in eCommerce, chapter 0, pages 49-78, Springer.
    • Handle: RePEc:spr:spbrcp:978-3-031-23574-0_3
    DOI: 10.1007/978-3-031-23574-0_3
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:spbrcp:978-3-031-23574-0_3. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.