Aikaterini C. Valvi|Konstantinos C. Fragkos
Critical review of the e-loyalty literature: a purchase-centred framework
Birkbeck, University of London|Birkbeck, University of London
last years concept online loyalty examined extensively literature remains topic constant inquiry academics marketing managers tremendous development internet marketing ecommerce settings conjunction growing desire consumers purchase online promoted two main outcomes increasing numbers businesstocustomer companies running businesses online b development variety different eloyalty research models however current research lacks systematic review literature provides general conceptual framework eloyalty would help managers understand customers better take advantage industryrelated factors improve service quality present study attempt critically synthesize results multiple empirical studies eloyalty findings illustrate 62 instruments measuring eloyaltywith two itemsare currently use influenced predominantly zeithaml et al j marketing 6023146 1996 oliver satisfaction behavioral perspective consumer new york mcgraw hill 1997 additionally propose new general conceptual framework leads eloyalty dividing antecedents prepurchase duringpurchase afterpurchase factors based act purchase conclude number managerial implementations suggested order help marketing managers increase customers eloyalty making crucial changes purchase stage