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A study about e-loyalty using the Bagozzi framework
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2013 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose - The aim of this study is to explain two relationships: between e-loyalty and the emotional responses (e-trust and e-satisfaction) and between these emotional response and the appraisals (e-service quality and e-reputation). Method – The quantitative approach and survey method were used in this study. Both Internet survey and personal survey method were used to administrate the questionnaire. The sample of 221 students was employed in this paper. Finding – Using Bagozzi’s framework, the authors constructed the four relationships which were tested in this study. The result indicates the more satisfied customers feel about the purchase, the more loyal they become. In addition, when customers trust that the e-tailer is credible and benevolent, they tend to be more loyal. The finding also shows that the better service quality, the more satisfied customers feel about the purchase. Finally, the result indicates that the more reputed the e-tailer is in term of being honest and concerned to customers, the more customers trust in them. Originality/value – This study is one of the limited number of study using Bagozzi’s framework to research e-loyalty. In addition, this study also tried to bridge the gap in research about e-loyalty using Bagozzi’s framework by taking e-trust and e-reputation into account.

Place, publisher, year, edition, pages
2013. , 96 p.
Keyword [sv]
E-commerce, E-loyalty, Bagozzi Framework
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-26554OAI: oai:DiVA.org:lnu-26554DiVA: diva2:628701
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2013-06-19 Created: 2013-06-14 Last updated: 2013-06-19Bibliographically approved

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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
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