Customer Loyalty Strategy in the Internet Era

Along with the e-commerce development, relationship between customers and vendors in e-retail market arouses researchers’ attention. The technology explosion, particularly in the area of knowledge management, makes track of customer behaviour possible. Much research has been done on trust and satisfaction in e-commerce, but little studies integrate confirmation of expectation and sense of belonging with customer loyalty. There is a gap in directly addressing confirmation of expectation, satisfaction, trust and sense of belonging, with regards to customer loyalty. In our study these four factors are described as four staged perceptual ingredients constituting customer loyalty. They ultimately affect the customers’ re-purchase intention on the Internet. Corresponding strategies are brought forward according to these assumptions. This paper aims at the application of customer loyalty in the Internet era.