Success factors for customer loyalty to Internet book retailers | |
| Author | Ruethairat Sureephong |
| Call Number | AIT RSPR no.SM-07-63 |
| Subject(s) | Electronic commerce Customer loyalty |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration in International Business |
| Publisher | Asian Institute of Technology |
| Abstract | The significant growth of electronic commerce (EC) application is notable. More and more organizations are switching to online business to achieve better positions in the digital-based competitive market. Online selling websites began to provide products directly to consumers such as books, clothes, and software. With the rapid growth of E-commerce and on-line consumer shopping trends, the importance of building and maintaining customer loyalty in electronic marketplaces has come into sharper focus in marketing theory and practice. There is agreement that loyal are important for the future of the business, and that this category is deserving of special attention. Since loyalty is a key in customer development and profitability, it is important to understand the loyalty condition in more detail, and to use this understanding to develop further the relationship with customers in the loyal category. This research integrates previous researches in the field of brand loyalty to present a conceptual framework of "e-loyalty", loyalty in the specific website and its underlying drivers. This study also developed a conceptual framework to measure e-loyalty of book's selling websites. Data for study were gathered through survey, both web and paper based. Trends of Thai book market in the future and recommendation are also presented. |
| Year | 2007 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Beise-Zee, Rian; |
| Examination Committee(s) | Tang, John C. S.;Donyaprueth Krairit |
| Scholarship Donor(s) | RTG Fellowship |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2007 |