| Abstract [eng] |
Customer‟s loyalty is one of the biggest concerns by companies today as loyal customers are considered extremely valuable. Most companies are trying to create and keep customer‟s loyalty. With the development of the Internet, more and more companies are finding new ways to do business. The concept of “e-loyalty” has been an area of growing interest by both companies and in the scholary literature. How to build e-loyalty has become the focus of this study. The present study empirically investigates the roles of service quality, satisfaction and trust in an e-commerce context. The main objective of this master„s work is to design increasing customer loyalty on the e-commerce theoretical model and to evaluate it empirically. The paper consists of introduction, three main parts and conclusions. The introduction begins with the analysis of topicality which is followed by definition of problem. In this part the research object, the aim of this work and objectives are formulated. This part ends with description of research method used in this work. The first part begins with the analysis of e-commerce. After that the concept of customer e-loyalty to store is defined and factors influencing e-loylaty are identified and analyzed. In this part the relationship between costumer e-loyalty and store quality dimensions, trust and satisfaction are theoretically justify. This part ends with the analysis of other researchers conceptual e-loayalty models. In the beginning of second part a conceptual model for increasing customer loyalty on the online environment is proposed. Also the research methodology is described. The research object, problem, aim and objectives are defined in this part. Also the results of data from other e-loyalty studies are analyzed. In this part hypothesis are defined. In the third part the results of correlation analysis is presented and relations between store quality through its dimensions, customer satisfaction, trust and costumer loyalty is described. In the end of this part suggested structural e-loaylty model is confirmed. The thesis ends with conclusions and summing up of research results and its implications. In the process of writing this Master‟s work 130 literature sources in English and Lithuanian were used. There are used 22 tables, 13 pictures and 4 additions in order to illustrate the theoretical and empirical results in master work. |
