Web Systems Design and Online Consumer Behavior [Electronic resources] نسخه متنی

Introduction

Recently, the expectation of Internet markets has changed due to disappointment. Many
Internet companies try to survive in Internet markets by laying off many employees and finding out
new profit models. As a way to survive in the market, they try to turn existing customers into
loyal customers. They try to instill loyalty in customers’ minds. Loyalty is very important asset
to the e-business company. Reichheld and Schefter (2000) said that loyalty by customer retention is
critical to the success in e-business operations. Customers who trust the company are more likely
to share personnel information without hesitation, which may increase loyalty.

This chapter describes what loyalty is and what factors are critical to explain online
customers’ loyalty, which called e-loyalty. Finally, this chapter discusses the strategies to
establish e-loyalty in Internet markets.