E-loyalty 2.0 - En kvantitativ studie om e-lojalitetsutveckling inom olika kategorityper

Sammanfattning: With a growing e-commerce and all the benefits that come with it, e-loyalty has come to play a crucial part in the survival of e-tailers. However, studies have not fully explored the e-loyalty development process as to what kinds of different e-loyalty aspects are established, and how these aspects vary between category types. Therefore, this paper examines a developed e-loyalty model including attitudinal and behavioral e-loyalty aspects, five e-quality dimensions, e-trust, e-satisfaction and also uses an utilitarian and a hedonic product category as test subjects for comparison. By using a quantitative method of 153 respondents, two large Swedish companies with different category types have been examined to show what types of e-loyalty customers' express. The results show that there is a difference between the two category types when measuring the effects that e-quality has on e-trust, but not when measuring the effects that e-quality has on e-satisfaction. Furthermore, the results show that the two category types have similarities with each other and differences regarding what e-loyalty aspects are established. The findings suggest that the e-loyalty concept should be broadened, by dividing it into several different attitudinal and behavioral dimensions, to gain more detailed results, concerning the impact of different category types. Moreover, e-trust proves its significance by playing an important role in developing e-loyalty through both its direct and indirect effects on the different aspects of e-loyalty. Whether the effects are direct or indirect have shown to be determined by the category type. The indirect effects of e-trust on the different e-loyalty aspects are dependent on the positive relationship between e-trust and e-satisfaction, which can be demonstrated as: e-trust -> e-satisfaction -> e-loyalty.