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Management Science Letters

ISSN 1923-9343 (Online) - ISSN 1923-9335 (Print)
Quarterly Publication
Volume 4 Issue 9 pp. 2077-2086 , 2014

The effects of online shopping on the customer loyalty Pages 2077-2086 Right click to download the paper Download PDF

Authors: Hamideh Afrashteh, Naser Azad, Seyed Vali Tabatabaei Hanzayy

Keywords: Customer loyalty, E-commerce, Online shopping

Abstract: This paper investigates the use of Online Shopping as one of electronic marketing techniques as well as the effect of applying this shopping method and marketing on customer loyalty in Iran. The variables are extracted according to the review of literature and studies conducted in the field of shopping through cyberspace. A questionnaire is designed by applying these variables and distributed among a sample of service providers and users after testing its reliability and validity. Performing the statistical tests on the results of investigation led to the identification of effective factors. In addition, another questionnaire is distributed according to the obtained components in order to achieve a structural model for the impact of components on the customer loyalty. The structural equation modeling (SEM) is designed to learn the impact of obtained components on customer loyalty as a basis influencing on the survival of business space using SEM method. The study identified different components affected by utilization of online shopping websites including comprehensive information system, system development, choice power, viability and system optimization.

How to cite this paper
Afrashteh, H., Azad, N & Hanzayy, S. (2014). The effects of online shopping on the customer loyalty.Management Science Letters , 4(9), 2077-2086.

Refrences
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Journal: Management Science Letters | Year: 2014 | Volume: 4 | Issue: 9 | Views: 4769 | Reviews: 0

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