کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
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1116549 | 1488461 | 2013 | 8 صفحه PDF | دانلود رایگان |
Present study aims to explore the relationship among e-commerce, market orientation, innovation orientation and e-loyalty. E- commerce usage is becoming more and more widespread among customers. E-loyalty is a useful measurement for e-commerce success, since loyal customers tend to make repetitive purchases which lead to increase in financial performance of the firms. Innovativeness is a core capability for today's highly competitive firms including online ones. Market orientation enables firms to explore, define and meet customer needs; which may in turn drive the innovation orientation. Present model based on these concepts was studied on 376 participants (n=376). In light of the major findings, present article aims to provide managerial implications for customer loyalty in the setting of e-commerce.
Journal: Procedia - Social and Behavioral Sciences - Volume 99, 6 November 2013, Pages 509-516