The impact of quality of service, website, shopping experience and infrastructure on online customers' loyalty

摘要

The emergence of electronic commerce led to a situation that many companies tend to take advantage of this space, but the main problem with this type of business is to retain customers and build loyalty in them. Ease of access to other companies in case of dissatisfaction allows customers to quickly refer to other competing companies. Therefore, customer satisfaction is very important. Considering the importance of customer loyalty in this business, in this study the impacts of some affecting factors in electronic loyalty was investigated. This study is using the samples of 378 people obtained from Cochran formula that have been selected from one of the neighborhoods of Tehran called Narmak with a population of 25,000 people and they all had the experience of online shopping. In this study, SPSS software and multivariate regression analysis were used for data analysis. The result of this study showed that the quality of services, website quality, infrastructure and electronic shopping experience in the order of priority has an impact on electronic loyalty. It is worth mentioning that considering the survey results of this research they can be used for obtaining customer satisfaction in e-commerce.