A customer loyalty formation model in electronic commerce

- This study presents a multidimensional framework that shows E-loyalty formation.
- The model shows, the effect of technological, organizational and customer factors.
- The results show that technological factors have the most effect on E-satisfaction.
- Organizational factors have the most effect on E-trust.
- E-satisfaction and E-trust lead to customer E-loyalty in E-commerce.

Traditional commerce has been converted to modern or Electronic Commerce (E-commerce) by new technologies. The advantages of this transformation are less process time, cost, errors and mistakes for sellers and buyers. Companies lose their Electronic Customers (E-customers) due to the competitive business environment on the Internet. In this respect, Electronic Trust (E-trust), Electronic Satisfaction (E-satisfaction) and Electronic Loyalty (E-loyalty) play vital roles. In addition, acquiring new loyal customers requires time and money. In this research, a conceptual framework has been presented that shows E-loyalty formation based on E-trust and E-satisfaction. The model, which was formed based on the literature review, has been improved by factor analysis and the effect of every construct has been determined by regression analysis. The direct and indirect effects of organizational, technological and customer factors on E-loyalty were calculated by path analysis. The results show that technological factors have the most effect on E-satisfaction and the organizational factors have the most effect on E-trust.