A framework of e-loyalty levers

Nowadays, Internet is increasingly becoming a shopping medium. After having attracted customers online, the next stage will not only be to satisfy customers but above all to retain them. Studies show that it is cheaper for online retail stores to concentrate their efforts in fostering current customers "e-loyalty"--in other words online loyalty. e-Loyalty has become a major source of potential revenues for companies selling online (Gefen, 2002; Law and Gallupe, 2001; Reid Smith, 2000) The main purpose of this research is to identify what variables influence online retail stores customers loyalty. The research used a question based methodology and was conducted among students. 165 questionnaires were used to test the proposed model of this research. Among the following variables--web design, trust, web personalization and service quality--trust, web personalization and service quality are all related with attitudinal e-loyalty--the motivational dimension of e-loyalty. Within the same variables, trust only is related with behavioral e-loyalty--the manifestation in actions of e-loyalty. Finally, the study opens news insights of research in e-loyalty that are linked to purchase characteristics or customers' demographics