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E-loyalty in fashion e-commerce: an investigation in how to create e-loyalty
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2013 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The e-commerce is growing among customers and also the companies are more active online. One industry that focuses on customer experience is the online fashion industry. In Sweden, the half of the population has at some time shopped clothes and footwear online. However, for companies to compete against others and to survive in this crowded market, it is important to create e-loyalty. Thereby, the purpose for this study was to evaluate the antecedents of e-loyalty in the online fashion industry. E-loyalty is according to famous researchers one important ingredient to succeed online and stay profitable. Other important ingredients for e-loyalty are e-satisfaction, e-trust and e-service quality. All of these factors have been investigated and evaluate in which degree they affect e-loyalty.


In this master thesis, assessed 212 respondents included in the population. The findings have been tested by following statistical analysis; reliability test, exploratory factor analysis, correlation analysis and regression analysis. The result showed that e-satisfaction is the main driver for e-loyalty in the online fashion industry. Thereby, a manager should put main focus in what affect e-satisfaction to increase in e-loyalty in this industry. However, the result from the investigation also stressed an interesting factor, namely responsiveness. This factor was shown to have a significant influence on e-loyalty but also on e-satisfaction and e-trust.

Place, publisher, year, edition, pages
2013. , 105 p.
Keyword [en]
e-commerce, e-loyalty, e-satisfaction, e-trust, e-service quality, online fashion industry
National Category
Business Administration
URN: urn:nbn:se:lnu:diva-26205OAI: diva2:626624
Subject / course
Business Administration - Marketing
Educational program
Marketing, Master Programme, 60 credits
2013-06-03, K2101V, Linnéuniversitetet, Växjö, 10:00 (English)
Available from: 2013-06-14 Created: 2013-06-10 Last updated: 2013-06-14Bibliographically approved

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