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E-Loyalty: On the Differences between Single-Brand E-Retailer and Multi-Brand E-Retailer
University of Borås, Swedish School of Textiles.
2015 (English)Independent thesis Advanced level (degree of Master (Two Years))Student thesis
Abstract [en]

The purpose of this study is to examine the differences in the extent of customer e-loyalty between the two fashion e-commerce formats single-brand and multi-brand e-retailer. A quantitative research was conducted by means of an electronic questionnaire examining different factors influencing e-loyalty as well as e-loyalty directly. The findings showed similar values for both fashion e-retail formats with slightly higher numbers for single-brand e-retailer. This finding was surprising since it was assumed that single-brand e-retailer would rather attract loyal customers than multi-brand e-retailers. In the case of both formats, however, there is space for improvement to increase customer loyalty.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2015.
Series
Masteruppsats
Keywords [en]
E-Loyalty, Multi-brand, E-Satisfaction, E-Commerce
National Category
Design
Identifiers
URN: urn:nbn:se:hb:diva-18236Local ID: 2320/14634OAI: oai:DiVA.org:hb-18236DiVA, id: diva2:1310151
Note
Program: Master Programme in Fashion ManagementAvailable from: 2019-04-30 Created: 2019-04-30

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf