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.