University of Twente Student Theses


Electronic commerce: E-retailing (how to get customer loyalty)

Jansen, Ivo (2012) Electronic commerce: E-retailing (how to get customer loyalty).

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Abstract:Electronic commerce started in the early 1990’s, before that time it was prohibited for commercial use and only accessible for researchers and academics. The rapid grow of internet users triggered businesses to start selling products and services online. These businesses can be divided according the stakeholders that are involved. The most commonly used are business-to-business(B2B), business-to-consumer (B2C), consumer-to-business (C2B) and consumer-to-consumer (C2C). The businesses that first started selling their products and services online were seen as visionaries and heroes. The potential for these businesses were seen as huge and venture capitalist shoved money into these businesses before they had proven anything. In the year 2000 many businesses had to shut down their virtual doors. The reasons for this are numerous, some businesses had poor fulfillment systems other had poor strategic fit. The research in online buying behavior can be general divided into two streams. The first stream involved the initial acceptance of online shopping and the other stream focusses on repurchases intention and customer loyalty. Loyalty has been identified as a key path to profitability, but online loyalty is hard to reach because of low search costs and websites can easily be replicated. Since loyalty is essential for online retail shops this research focusses on online loyalty. The objective of this thesis is to identify the factors that influence a consumer to become loyal to an online shop. To address this objective the main research question is “What are the factors that influence a consumer to become loyal to an online retailer?”.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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