Customer Satisfaction And Loyalty In Online Market Marketing Essay

Abstract-The aim of this research is to research how customer's trust can conceive through technology acceptance factors, website service quality, the other purpose of this informative article explore how internet client satisfaction and loyalty linked to each other and how they may be affected by these items. This research materials are collected from several literature that describe what sort of conceptual model of trust can be created and exactly how appearance of website and good brand recognition can motivate a customer and exactly how ease use of website and quality of website can satisfy customers. Our study also confirms that e-satisfaction can directly and positively affect on customer e-loyalty; the technology acceptance factors can directly and positively affect on customer e-satisfaction and customer-loyalty: service quality provide by the website can directly affect on e-satisfaction and customer e-loyalty.

Keywords- Brand, E-loyalty, E-satisfaction, Trust and perceived risk.


The growth and astounding progress of internet over the last decade has meant to substantial changes for retail trading for many goods markets. The fact that e-commerce solely can be classified as kind of information technology and that many business activities are transacted through the internet including advertising, selling service and so forth. Former studies have emphasized this point that the consumer purchase process, particularly, consumers' attitudes and beliefs noting convenience and security concerns have significant effects on their intention to purchase online [9]. , the burkha scope for fostering business-to-customer B2C e-commerce is to alleviate the scarcity of consumer confidence and tranquility to boost the satisfaction in each transaction the consumer accomplishes. Satisfaction is also essential to decrease the consumers' uncertainty about the virtual firm' honesty and its ability to provide product and services correctly in marketing concept [16]. Customer satisfaction is related to frequent repeated purchases with loyalty. Several studies have illustrated the significant role of website technology factors and service quality in influencing customer e-satisfaction and e-loyalty, in terms of customer' psychological state, cognition, and behavior which is derived from that they assume and feel about their online shopping experiences, but little is elicited about the reflection of customer-related internal factors in the same way. Therefore, this study propose that how the external factors like of website technology and service quality affect online client satisfaction and loyalty all together.

Trust is a key variable to market B2C e-commerce predicated on many surveys acknowledged its importance role in fulfilling the action of buying and it is a significant factor for successful online transaction. Trust create positive perception about the near future behavior of the firm and influences the consumer's buying intention, satisfaction, and loyalty[7]. The concept of trust and perceived risk can be viewed as psychological state and also have been recognized as critical mediators that impact customers online purchase behavior [10]. This research base on online environment indexes such as website quality and website brand tempt customer purchase inclination from online retailer whether this impact is mediated by customer trust and perceived risk For the web store the web site is really the only course to communicate with customers. Hence, the quality of website plays important role of draw the client attention and accordingly is a trustworthiness cue especially at the start of transaction, regarding this aspect that website quality exclusively could not persuade clients to trust the website. Thus, website brand can present intangible role which can draw customer trust. so, brand recognition is the most important part of any company through its marketing strategy.

Researcher have explain that online store atmosphere contains all the elements used to design the web site, features, and its own construct, with examples including the background color and patterns icons, dynamic scheme, typeface and web border [2]. Predicated on previous studies this content defined the stimulus as the standards that are tangible such as web site' technical adequacy, content quality, specific content and appearance [1] and intangible such as internet site awareness and website image to internet user.

The risks and ventures of online shopping will vary from those of bricks and mortar store shopping[16]. Some reasons of risk are the consumer inability to value the grade of product directly. the shortage of personal connection with a salesperson, the costs of learning how to use the internet or site, the differ from other channels to electronic one, the generation of anxiety and stress for consumers who don't feel comfortable using internet, the shortage of interaction and social connection with other people, and security of payment and personal information, however, the perception of risk and costs is not identical for those internet buyers[16]. Perceived risk is a customer's anticipation of adverse consequences and feelings of uncertainty about the services provided by the organization[14]. Although some purchaser is assuming that electronic commerce as a risky and expensive approach to buying, other value the privileges of e-commerce to such as simple information searching and comparing product and price [16]. Weiss et la (2003), indicated that perceived risk depends on the buyer's general internet expertise as well as on the information provided on website.

Based on technology acceptance model(TAM), the purpose of this study was to gain access to the amount to which the risk the buyer perceive in online commerce determines the firm signal that influence the customer satisfaction and rely upon the website. it's advocated that in order to solve the buyer adverse choosing problem, online vendor will attempt to generate trust by sending positive signals like reputation, the firm brick and mortar experience and service quality or warrantee offers[16].

Trust in the seller is a essential key to building customer loyalty and maintaining continuity in buyer-seller relationship [3]. If trust is an essential requirement of online shopping then understanding the antecedents of trust should be considered a prime concern of online vendors.

Facing with significantly fierce market competition, business has little by little recognized the customer loyalty is an integral to success [18]. An empirical surveys showed us average customer must shop four times at an online store before the store profits from that customer[3]. so that it is vendors obligation to devise a method to encourage customer to repurchase from an on line mall, understanding the belief and motivation underlying customers repurchase intention towards online shopping was the objective of this study. Previous studies posited this point that if proportion of loyal customer altogether customers increased by a little share, the corporate profits and overall value would substantially increased [18]. Furthermore, only those who continuously purchase product and services of the company and more like the business enterprise are true loyalists of this business [6].

This study focused online business-to-consumer transaction. Technology acceptance factors, website quality of service, trust and perceived risk and customer e-satisfaction and e-loyalty will be scouted out.

Key learning point

website are the essentially sort of information technology. Shopping websites allow customers to choose goods based on their own necessities and offer business with transaction platform through interactive communication to satisfy the transaction. However, for the customer to easily buy online, she or he must first find the website useful and user friendly [9]. Internet customer experience include four dimensions: the convenience of website, customer autonomy, a feeling of customer relation and customers trust to site [18]. Trust and convenience are incredibly necessary for the client to complete the transaction and autonomy and a feeling of relation are crucial for customer loyalty[18]. A great number of previous studies have adopted technology acceptance factors as a measurement of the inclination for customers to consume online. Davis proposed the technology acceptance model (TAM) to make clear and predict user acceptance of information system (IS) or it (IT) predicated on TAM perceive usefulness (PU) defined as degree to which a person believes that utilizing a particular system would enhance his or her job performance, is a major factor[5], and perceive simplicity (PEOU) defined as the degree to which a person believes that utilizing a particular system would be free from effort[9]. Individual attitude of toward e-shopping are strongly and positively correlated with user acceptance[15]. the empirical research results confirmed that perceive ease of use of trading online(PEOUT) and perceive usefulness (PU) significantly determine individual loyalty towards e-shopping[9]. website quality is defined as here as users evaluation of whether a web site's features meet user's needs and reflect the entire excellence of website[1]. Internet surfers are classified internet shoppers into two categories first, those people who have made purchases on the internet and internet browsers those who have browsed online for product or services but have not made purchases[10]. The grade of website impacts the users view of the site since it is the portal through, which transaction are conducted. website quality is measured from perspective users by four underlying dimensions: Technical adequacy, content quality, specific content and appearance[1]. Technical adequacy means that appropriate technologies have been adopted by web retailer, such as ease of navigation, speed of page loading, valid link and so forth. Content quality deals with attributes such as information usefulness, completeness, accuracy and so on. Specific content refers to finding specific information regarding the service, customer support, online privacy policy and other important information. Appearance identifies the visual attractiveness of the website such as colors, fonts and multimedia features[1]. But regarding this aspect is vital that there are discrepancies between use of the web site and online purchasing especially respect to repurchase[17].

Many folks believe that simplicity of a web site is not really a significant point whereas those believe that perceived usefulness has a stronger influence on loyalty towards an e-service [3].

Web site brand is defined as a name or symbol like logo, trademark and package design that uniquely recognizes the item or services of your seller and differentiate them from those of its competitors. Brand equity is a set of assets associated with a brand's name and symbol that acts to the value provided by product or service to a firm[10]. Brand equity creates a familiar knowledge which is composed two major dimensions: Brand awareness and Brand image. Awareness is composed of brand reminder and recognition, while image is composed of a various association with a brand[10]. Website recognition feedback familiarity achievement from the past exposure. Website reminder refers to the ability to remember a website. Familiarity is not the same as experience as time passes. Brand image could come from a number of sources including consumer experience, marketing communication and word of mouths.

Website quality service measured service quality (SERVQUAL) in following five phases: tangibility, reliability, responsiveness, assurance and empathy [3]. In electronic commerce service quality measures have been put on assess the quality of search engine and factor association with website success [9]. The means objectives of website service quality represent aspects of the client desired e-service experience such as safe system security, maximize product information, maximize ease of use and are operationalized by e-service process traits during the customers interactions with the e-service in the website. The report result of a study that measured client satisfaction with a e-commerce channel through the constructs prescribed by three established frame works, namely the technology acceptance model, transaction cost analysis (TCA) and SERVQUAL [9]. The study discovered that TAM components _ Perceived usefulness _ are essential informing consumer attitudes and in strengthening the e-commerce channel. This study also found empirical support for the assurance dimension of SERVQUAL as a determinant in e-commerce channel satisfaction. It was suggested that whenever a customer perceived better website service quality such as special treatment benefits, they will have more e-satisfaction; when customers feel e-satisfaction with the web site, so they'll feel more e-loyalty. Furthermore; when the web site is responsive it'll directly influenced the customer's e-loyalty.

Chiu 2006 divided transactional cost into a four parts: explicit unit benefit cost, information search cost, moral hazard cost and specific hold up cost that specific hold up cost thought as a particular intangible and tangible asset made in a span of investing. Generally, specific endure cost identifies a relative insufficient transferability of assets designed for use in given transaction to other users. You can find six main types of asset endure specificity: site specificity, physical asset specificity, human asset specificity, brands, dedicate assets and temporal specificity [9].

In a web environment, as opposed to physical one, greater risk and less trust expected because of the fact that there surely is a significant difficulty in evaluating something or service as there are no visual or tangible indication about the grade of the merchandise nor in person interaction with sales force, and the purchase is affected by security and privacy issue [13]. Risk plays an essential role in a consumer behavior and it makes a valuable contribution towards a explaining information searching behavior and consumer purchase decision making [4]. Risk has been thought as a attribute of any decision that reflects the variance in feasible result and includes all the negative consequences of an purchase for a consumer that cannot be anticipated [3]. In e-commerce, the retail channel is the internet. The chance from the channel is usually greater than the risk from the seller in online shopping. Hence, this work will consider the general risk perceived in online buying. Online buying may be associated with a negative result that are not found in a traditional commerce, such as security and privacy problem, having less sale person advice or inability to touch, smell or start to see the product. These factors enhance adverse selection problem and perception of risk.

Trust is a psychological state and a multi-faceted concept that incorporates cognitive an affective trust [12]. A trustor can have cognitive trust, which is "good rational explanations why the thing of trust merits trust", or affective trust that is motivated by strong positive feeling toward whatever is trusted [10]. Trust can be thought as a belief that certain party can rely on a word or promise given by another party, and it can also help to develop or maintain a relationship between the two parties [11]

As a summary psychological state resulting when the emotion surrounding disconfirmed expectations is coupled with a customer's prior feeling about a customer experiences. Based on a Hise 2000 research the consumer perception of online convenience merchandising site design and financial security play important roles in e-satisfaction assessments. Customer loyalty defined a deeply health commitment to rebuy or re-patronize a preferred service or product consistently in the future, thereby leading to repetitive same brand or same brand set purchasing, despite situational influences and marketing efforts getting the potential to cause switching behavior[9]. On the other hand e-loyalty discovered as a customer's favorable attitude toward an electric business leading to repeat buying behavior [9]. Furthermore; the investigated the impact of satisfaction and loyalty in the context of electronic commerce. They conclude that also e-satisfaction has an effect on e-loyalty this relationship is moderated by consumer's individual level factors and firm's business level factor.


Our paper found the important role of the technology factors in e-satisfaction and e-loyalty of customer directly and it is consequential variable. To be able to observe the positive behavior of customer the web site should provide facilities to allow the clients save time and thrift in money without the confusion while having shopping efficiency, leading in enhanced satisfaction and loyalty. Shopping websites can provide customizable features for customers, like a recall customer information system and an order tracking system. A recall customer information system cant out recall customers billing and shipping address when they go back to a website to put an order. An order tracking system can help customer to track the status of these orders 24 hours per day. This paper finally point out that satisfaction with online shopping increases as perception of convenience are more positive [9]. Therefore, when a shopping website managers wishes to attract more internet shoppers, he or she must think of methods to increase website's usefulness.

Notably this study indicates that website brand is more influential factor than website quality in online purchase decision making, implying that managing the brand of website is more important than emphasizing the interface quality in the context of online shopping. this finding is particularly important for managers of online retailers as they decide how to allocate resources. this paper suggest that the online retailers must consider focusing on their marketing strategies more on establishing the awareness and image of website. The firm reputation has significant effect on rely upon case of high risk perception. Our investigation posited that customer trust and perceived risk could well capture the result of online environment cues although website quality appears to indirectly affect perceived risk.

Furthermore, predicated on our literature we remember that the result of website service quality on customer e-satisfaction and e-loyalty is basically positive and direct. Thus when confronted with increasing competition, internet shopping websites want to attract and retain customers and the first condition is to provide good website service quality to customers. In order to reach this purpose the enterprise must improve their service quality such as implementing, general feedback on website quality, competitive price of the merchandise, list of goods and production existed in warehouse, delivering process, security and privacy policy, sales return policy, customer support, multistep discount, and promotion and incentive. Conducted this features enhance service quality and therefore e-satisfaction.

At end we conclude the service quality has positive influence on customer's satisfaction and also risky perception especially in part of security for transaction and privacy policy. Website brand draw the trust of online purchaser and shopping experience. It can be known as trust key to persuade customer for repurchasing which is caused loyalty. Our study also confirms that e-satisfaction can directly and positively affect on customer e-loyalty; the technology acceptance factors can directly and positively affect on customer e-satisfaction and customer-loyalty: service quality provide by the web site can directly affect on e-satisfaction and customer e-loyalty.

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