Building loyalty in e-commerce: Impact of business and customer characteristics

Srinivasan Swaminathan, Rolph Anderson, Lei Song

Research output: Contribution to journalArticlepeer-review

10 Scopus citations


Understanding, building, and predicting customer loyalty in e-commerce are critical activities for long-run profitability. Successfully carrying out these activities is challenging due to the complex mix of both business organization and customer factors that may influence and drive e-loyalty. We demonstrate that business factors, such as credibility, e-satisfaction and site knowledge, and customer factors, such as inertia, innovativeness, and aggressiveness, influence e-loyalty. Our analyses show that business credibility is affected by the reputation of the e-business and its congruence with the customers’ self-image; e-satisfaction by the customers’ value perception, care, and choice; and site knowledge by customer experience, involvement, and expertise. Business factors account for about 75% of the explained variation in e-loyalty and customer factors for the rest. Understanding the controllable business and uncontrollable customer factors that drive customer loyalty should enable e-commerce retailers to continually assess these factors and make appropriate changes in marketing strategy.

Original languageEnglish (US)
Pages (from-to)22-35
Number of pages14
JournalJournal of Marketing Channels
Issue number1-2
StatePublished - 2018

All Science Journal Classification (ASJC) codes

  • Marketing


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