Change search
ReferencesLink to record
Permanent link

Direct link
What drives you?: An exploratory study on the factors influencing consumer experience and loyalty
Kristianstad University, School of Health and Society.
Kristianstad University, School of Health and Society.
2016 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In recent years, e-commerce has grown and spread to different markets. One of these markets is the toy market. This growth has created a need of expanding the loyalty research to the context of e-commerce.

The purpose of this thesis is to contribute to the understanding of the concept loyalty by identifying what loyalty building factors in Swedish online toyshops matters to the customer and how the customers utilize the factors.

The collection method was semi-structured group interviews in order to explore the respondents’ experiences with online toyshops in Sweden.

The findings suggest that eight factors influences loyalty in online toyshops. The factors were divided into internal- and external factors. The internal factors consist of convenience and children’s involvement. The external factors are product brand image, website attributes, delivery, service quality and security concerns. These external factors were found to affect company brand image. Depending on the customers’ preferences the factors are playing different roles in the customers’ life.

The limitations of the study are few participants, risk of being biased because of the theory and many interpretations of the empirical material.

The practical implication is that the companies can use the findings to understand their customers and that a theoretical development has been made.

The original value of the study is that this kind of research has not been made in the context of online toyshops before, in the best of our knowledge.

Place, publisher, year, edition, pages
2016. , 50 p.
Keyword [en]
Loyalty, consumer experience, online toyshops, e-commerce, external factors, internal factors
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hkr:diva-15734OAI: oai:DiVA.org:hkr-15734DiVA: diva2:953030
Educational program
Degree of Bachelor of Science in Business and Economics
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2016-08-24 Created: 2016-08-16 Last updated: 2016-08-31Bibliographically approved

Open Access in DiVA

fulltext(1198 kB)10 downloads
File information
File name FULLTEXT02.pdfFile size 1198 kBChecksum SHA-512
4074149c310f52509ea9e3d4da28cf9d2eee91e80b3323d7d2aba38c6e3fd177dbc77a096e22064c1f0a2ddf2e001b0110d98ed4032f0ad5dd69f33a2fa2cac8
Type fulltextMimetype application/pdf

By organisation
School of Health and Society
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 15 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 85 hits
ReferencesLink to record
Permanent link

Direct link