E-store loyalty: Longitudinal comparison of website usefulness and satisfaction

LG Pee, JJ Jiang and G Klein

Customer loyalty is vital to the survival of online stores. Many cross-sectional studies have shown that e-store loyalty is strongly affected by perceived website usefulness (PU) and satisfaction with a purchase experience.

Introduction

Customer loyalty is vital to the success of online stores, which compete in an ever-advancing technological realm. Online shoppers have virtually instant access to the best deals through powerful search engines and competitors are just a click away (Reichheld & Schefter, 2000). E-store loyalty generates repeat sales, increases customers' willingness to pay a premium, strengthens customers' resistance against competitors' marketing effort, and reduces customer acquisition cost as loyal customers are often eager to spread positive word-of-mouth (Roy, Lassar, & Butaney, 2014; Toufaily, Ricard, & Perrien, 2013).

Much research has established that online shoppers' loyalty is significantly and directly affected...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands