Year of Graduation
Factors Influencing Customer Loyalty for Global and Domestic E-Retailers in Russia
Today e-retailers operate on a highly competitive market. Customers can switch to another website with only a click of a mouse. Loyal customers become a major company asset who can generate recurring profits and create positive word-of-mouth to drive sales. Understanding which factors predominantly affect customer loyalty on the Internet is essential for e-commerce players. On a global scale consumer electronics are the second largest online purchasing category after “books and music”. Russian consumer electronics market is one of the fastest growing and promising. This paper is aimed to investigate factors affecting e-loyalty for online consumer electronics stores using example of two market leaders – M.video and Mediamarkt. Principal method of research is online survey focusing on importance and content of a customer base with various e-satisfaction, e-trust and e-loyalty factors. We proposed and tested 6 hypotheses in order to identify the correlation between loyalty factors.