Study on the Factors of Customer's Loyalty in E-business World

摘要

According to a recent study by Van De Camp pointed out that online sales are expected to rise from USD17billion in 2005 to USD18.4 billion in 2006 in China. Despite this spectacular annual growth of 8.2%, many web based businesses failed in recent years leading to the "dotcom bubble burst". With these changes, the business community saw a renewed interest in focusing on online customer satisfaction and retention through the creation of e-loyalty as a means for gaining a sustainable competitive advantage. E-businesses realized that by retaining customers, they can reduce cost because it is much cheaper to retain customers than to attract new customers. In this paper, I review the exist literature on e-loyalty. Based on the literature review, and the vast experiences in e-business, the papers first outlined the critical differences between traditional loyalty and e-loyalty, and then suggest a set of critical success factors to attain e-loyalty.