En empirisk studie om varför onlinekonsumenter i modebranschen ägnar sig åt bytesbeteende

Sammanfattning: The term loyalty has been given significant attention in the consumer behavior literature. However, it seems as if loyalty is a distant goal for many e-tailers. This thesis sets out to understand why consumers engage in the disloyal act of switching in the fashion retail industry by examining the driving forces for such behavior. Its studies identifies that push- as well as pull- and mooring-factors can explain why online customers switch fashion retailer. The results indicates that switching behavior is widely established within the industry - a fact revealing a new consumer behavior. Simply understanding the characteristics of creating loyal customers is important, however, for an e-tailer to survive they must figure out what makes the most loyal customers switch regardless. This thesis aims to advice e-tailers on how to develop strategies to retain their customers by understanding their reasons for switching.