Building long lasting customer loyalty in e-commerce – literature review
Journal Title: Zeszyty Naukowe Wyższej Szkoły Humanitas Zarządzanie - Year 2016, Vol 17, Issue 4
Abstract
It is commonly known that customer loyalty is the most desirable asset in company activity. It provides steady income and feeling of safety on the marketplace. Building long lasting relationship is hard to achieve, especially when it comes to companies selling their product on the websites. The present article is aimed to give an outlook on this problem and indicate some directives from literature review. The survey indicates the important role of website quality and functionality at every stage of purchase process. Additionally, quality of customer service as a human factor, play an important role in creating customer loyalty. Moreover, there is a recognition of some limitations such as cultural factor or maturity of electronic commerce.
Authors and Affiliations
Magdalena Hofman-Kohlmeyer
Keywords
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- EP ID EP187822
- DOI 10.5604/18998658.1232704
- Views 69
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