Аннотация:
With the rapid growth of e-commerce and online buying and selling, creating and maintaining customer loyalty in electronic markets has become highly important both in theory and in practice. In this article, through the study of research conducted in the field of customer loyalty to a brand and integrating this research, a conceptual model in the field of "Electronic Loyalty" is presented, and then a brief description of the indicators presented in this model is provided. In the next section, strategies are presented for different companies to take action to foster customer loyalty, depending on the extent to which their activities are carried out in electronic markets. Finally, suggestions are made for the application of electronic marketing and future research in this direction.
Автоматическая аннотация:
A definition that encompasses all stages of this model and provides a unified concept of them is: "A strong commitment to repurchase and continuous support for a specific product or service in the future, despite changing environmental conditions and marketing efforts of competitors that have the ability to change the behavior and attitudes of customers of a specific product, which may even lead to purchasing other products of that brand" [28].
However, when this concept is extended to electronic markets, both its conceptual issues and its measurement indicators become more complex, because factors such as the frequency of visiting the site without making a purchase, and the amount of time each customer spends on a commercial website (site stickiness) must also be considered in electronic loyalty [36].
However, when this concept is extended to electronic markets, both its conceptual issues and its measurement indicators become more complex, because factors such as the frequency of visiting the site without making a purchase, and the amount of time each customer spends on a commercial website (site stickiness) must also be considered in electronic loyalty [36].
(Refer to the page image) Diagram (1): Electronic Loyalty Model Also, the knowledge gained from conducting several transactions with the customer allows the company's marketers to offer more appropriate suggestions to different customers and this will lead to their loyalty.
However, in electronic markets, this immunity is significantly reduced because customers can compare the prices of different brands in a short time and easily purchase their desired product from another company with just one click[22].
(
, 
, 
)
