A conceptual framework of e-loyalty in social-based e-commerce. (2017)

• Record Type: Journal Article
• Authors: Alhijawi, Bushra; Douglass, Hourya
• Is Part Of: International journal of business information systems. Volume 26:Number 4(2017)
• Page Start: 413
• Page End: 431
• Publication Date: 2017
• Subjects: e-loyalty -- e-satisfaction -- e-business -- social networks -- social-based e-commerce -- SEC; Information storage and retrieval systems -- Business -- Periodicals; Business -- Data processing -- Periodicals; Management information systems -- Periodicals; System design -- Periodicals; System analysis -- Periodicals; 651.8
• Languages: English
• ISSNs: 1746-0972

Abstract

The social-based e-commerce as we named is a type of e-commerce, which appeared as a result of widespread use of social networks like Facebook, Instagram, YouTube, and Twitter. The retailer in social-based e-commerce depends on the personal profile, pages, or groups on the social networks to present their products. In this study, we investigate the factors that affect the customer satisfaction and e-loyalty in this type of e-commerce. Four factors are proposed (i.e., usefulness, usability, customer services, and customisation) that may have an impact on customer satisfaction and may derive the e-loyalty in social-based e-commerce. Online survey was distributed and 95 complete and valid questionnaires were returned. All the four factors have a positive impact on customer satisfaction. In addition, the customer satisfaction has a positive impact on e-loyalty in social-based e-commerce. The findings suggest that to determine e-satisfaction in SEC, the merchants need to focus on providing a handmade, tailor-made, variant colours and sizes products, special attention by the salespersons and deliverymen to the customers. This will reflect on the loyalty of the customers.