E-Loyalty : On the Differences between Single-Brand E-Retailer and Multi-Brand E-Retailer
The purpose of this study is to examine the differences in the extent of customer e-loyalty between the two fashion e-commerce formats single-brand and multi-brand e-retailer. A quantitative research was conducted by means of an electronic questionnaire examining different factors influencing e-loya...
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| Format: | Others |
| Language: | English |
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Högskolan i Borås, Institutionen Textilhögskolan
2015
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-18236 |
| Summary: | The purpose of this study is to examine the differences in the extent of customer e-loyalty between the two fashion e-commerce formats single-brand and multi-brand e-retailer. A quantitative research was conducted by means of an electronic questionnaire examining different factors influencing e-loyalty as well as e-loyalty directly. The findings showed similar values for both fashion e-retail formats with slightly higher numbers for single-brand e-retailer. This finding was surprising since it was assumed that single-brand e-retailer would rather attract loyal customers than multi-brand e-retailers. In the case of both formats, however, there is space for improvement to increase customer loyalty. === Program: Master Programme in Fashion Management |
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