A Study of Key Influential Factors of Customer Loyalty in the Internet Marketing

• Main Authors: chiu-yi chen, 陳秋伊
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/58890077105308786211

碩士 === 逢甲大學 === 電子商務碩士在職專班 === 99 === In the past ten years, since the internet developments of software and hardware are quite fast, many daily tasks can be quickly completed by the usage of internet. Have you ever thought if the internet technology will be as amazing as the scenes in the movies after 10 years? I think it can be expected in the future. However, whatever the internet technology changes, its foundation of the technological development must be established based on “people’s demand”. Since the interactions between internet network and people are very frequently and close, people’s demand is the motivation of future network development. This shows that the network technology has brought the impacts and changes to corporate business models. Not only domestic vs. foreign countries, but also persons vs. companies are beginning to make use of the internet market with the power of network. However, the most important point is that how does internet marketing affect us? Could the internet market consolidate the loyalty of consumers? And what are the key influential factors for customers in the internet market? These questions should be clearly clarified and cause my interests explore them deeply. This research mainly focuses on the discussion of key influential factors between internet market and customer’s loyalty. This study firstly finds out the suitable dimensions and factors through the literature reviews and expert interviews. According to these suitable dimensions and factors, this studyfurther builds a research structure of AHP and proceeds to collect data by distributing AHP expert questionnaires. After the AHP questionnaires were received, this study applies AHP decision support application software to filter effective questionnaires and obtains the weights on each level of influential factors and subfactors. This study finds that the “enterprise image” is the most important influential factor affecting the customer’s loyal in the internet marketing. This study further diccovers that the “product quality”, “correct information”, “secure safety”, “immediate transmission” and “trust establishment” are the top five subfactors within the total nineteen subfactors affecting the customer’s loyal in the internet marketing.