Customer Loyalty Factors and its Influence on the Willingness to Recommend on the E-commerce Market

The e-commerce market is developing rapidly in recent years. The number of consumers making online purchases is increasing. In conditions of increasing competition in the market, a large selection of products and brands, increasing consumer power, ability to switch to competitor’s products through the Internet, research of customer loyalty factors in this market becomes relevant and very interesting. The thesis is devoted to the study of customer loyalty and factors that influence the willingness to recommend in the e-commerce market. In the course of the study, the main attributes and factors of customer loyalty and their impact on satisfaction, willingness to recommend and distribute positive responses - wom, were highlighted. The study was conducted in two stages: 1 stage - qualitative research, 2 stage - quantitative research. To identify latent variables - factors, factor analysis was carried out. To identify the relationship between factors and the willingness to recommend, regression analysis was implemented. The existence of a relationship between the factors of consumer loyalty and the willingness to recommend through the mediating factor of satisfaction, as well as the existence of a relationship between the willingness to recommend and distribute positive feedback - wom was confirmed.