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Critical Factors of Customers Loyalty in E-Commerce

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Recent Challenges in Intelligent Information and Database Systems (ACIIDS 2022)

Part of the book series: Communications in Computer and Information Science ((CCIS,volume 1716))

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Abstract

The impact of customer loyalty on business performance seems indisputable. Having a loyal customer base comes with many advantages that directly contribute to increased profits. However, in the literature only a handful of studies dealt directly and comprehensively with customer loyalty to online retailers. For example, little consideration has been given to the complexity of the online retailer’s operations, including the delivery of customer orders, a well-matched product range, complaint resolution, relationship building, etc. This study aimed at filling this gap. Therefore the aim of the article is to identify the factors that constitute customer loyalty of online retailers. Based on systematic literature review 85 items that may relate to loyalty were proposed. To extract factors out of proposed items exploratory factor analysis (EFA) was deployed. To acquire the required data the survey was carried out among Polish customers (N = 200) making purchase from an on line sellers. In order to assure the reliability of the research, the sample structure reflected the structure of the studied population. Based on the research 6 factors constituting customer loyalty have been extracted, that is: delivery conditions, convenience of shopping, social media presence, impressions of receiving the shipment, credibility and promotion.

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Author information

Authors and Affiliations

  1. Poznan University of Economics and Business, Poznan, Poland

    Bartłomiej Pierański & Wojciech Zdrenka

  2. Poznan School of Logistics, Poznan, Poland

    Arkadiusz Kawa

Authors
  1. Bartłomiej Pierański
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  2. Arkadiusz Kawa
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  3. Wojciech Zdrenka
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Corresponding author

Correspondence to Bartłomiej Pierański .

Editor information

Editors and Affiliations

  1. University of Newcastle Australia, Newcastle, NSW, Australia

    Edward Szczerbicki

  2. Wrocław University of Science and Technology, Wrocław, Poland

    Krystian Wojtkiewicz

  3. International University - VNU-HCM, Ho Chi Minh City, Vietnam

    Sinh Van Nguyen

  4. Wrocław University of Science and Technology, Wrocław, Poland

    Marcin Pietranik

  5. Wrocław University of Science and Technology, Wrocław, Poland

    Marek Krótkiewicz

Appendix 1

Appendix 1

Items of EFA.

 

Items

1

I buy from retailers offering one type of product (e.g. computers only)

2

I buy from retailers offering many different types of products (e.g. (e.g. computers, washing machines, refrigerators)

3

I buy from sellers offering well-known brand products

4

I buy from sellers offering private label products

5

I buy from sellers offering the possibility to design the product myself

6

I buy from sellers whose brand (name) is recognizable

7

I buy from sellers who have a positive reputation among customers

8

I buy products that have positive customer ratings

9

I buy from sellers who have been in business for a long time

10

I buy from sellers who also have stationary stores

11

I buy from sellers who offer the lowest price for a product

12

I buy from sellers who offer a discount

13

I buy from sellers who offer the lowest delivery cost

14

I buy from sellers who offer free delivery

15

I buy from sellers who offer payment on delivery

16

I buy from sellers who offer to pay by bank transfer

17

I am buying from sellers who offer modern payment methods (e.g. PayU, Przelewy24, Blik, PayPal)

18

I purchase from sellers who offer installment sales

19

I purchase from sellers, who offer deferred payment (e.g. within 30 days after the receipt of goods)

20

I buy from sellers I know from traditional advertising (e.g. TV, radio)

21

I buy from sellers I know from online advertising

22

I buy products that I know from traditional advertising (e.g. TV, radio)

23

I buy products that I know from online advertising

24

I buy from sellers whose advertising “follows” me on other websites

25

I buy from sellers whose advertising is tailored to my needs

26

I buy from sellers who send newsletters

27

I buy from retailers whose websites have tips on how to use their products

28

I buy from retailers who offer loyalty programs

29

I buy from retailers who run blogs on their websites

30

I buy products that are recommended by famous bloggers

31

I buy from sellers who are recommended by famous bloggers

32

I buy from sellers who have profiles in social networks

33

I buy products that are recommended by other people in social networks

34

I buy from sellers who allow me to give feedback on my purchases

35

I buy from retailers who are easy to contact (e.g. phone, email, form, chat)

36

I shop with sellers who have easy to understand terms and conditions of sale

37

I buy from sellers who make registering easy

38

I buy from sellers where I can buy without registering

39

I buy from sellers who allow me to compare products on offer

40

I buy from retailers whose website is easy to navigate

41

I buy from sellers who clearly display the products they offer

42

I buy from retailers whose websites adapt to the screen size of my device

43

I buy from retailers whose websites have an aesthetically pleasing design

44

I buy from retailers who have websites that remember my information

45

I buy from retailers who offer the option to make a purchase using a mobile app

46

I buy from retailers that allow me to see products in a store

47

I shop at retailers who offer “off-the-shelf” products

48

I buy from retailers who offer products that are available on request

49

I buy from retailers who offer 2 h delivery

50

I buy from retailers who offer same working day delivery

51

I buy from sellers who offer next working day delivery

52

I buy from sellers who offer delivery of products within 3 days or more

53

I buy from sellers who offer courier delivery

54

I buy from sellers offering mail order delivery

55

I buy from sellers offering delivery to self-service terminals (e.g. to a parcel locker)

56

I buy from sellers offering delivery to pick-up points (e.g. kiosks, petrol stations)

57

I buy from retailers who offer pickup in their stores

58

I buy from retailers who offer selectable delivery times

59

I buy from retailers who offer a delivery option on public holidays

60

I buy from sellers who provide information on the status of my order

61

I buy from sellers who offer tracking

62

I buy from sellers that cooperate with couriers who give delivery time information

63

I buy from sellers who cooperate with couriers who are on time

64

I buy from sellers who cooperate with couriers who care about their appearance

65

I buy from sellers cooperating with couriers who behave appropriately

66

I buy from retailers with couriers who are flexible (e.g. regarding delivery times and locations)

67

I buy from sellers whose shipments are nicely packaged

68

I buy from sellers who take care of the security of their shipments

69

I buy from sellers whose packages are easy to open

70

I buy from sellers who use environmentally friendly materials for packaging

71

I buy from retailers who match the size of the packaging to the size of the product

72

I buy from retailers who offer gift packaging

73

I buy from retailers whose packaging is easy to remove my personal information

74

I buy from retailers who offer free product returns

75

I buy from retailers who have an easy procedure for returning products

76

I buy from sellers who offer returnable packaging

77

I buy from sellers who offer to return used products

78

I buy from sellers who offer a possibility to return products for more than 14 days

79

I am satisfied with my purchase

80

I will again purchase from the same sellers in the near future

81

I have a feeling that sellers understand my needs

82

I will recommend my relatives or friends to make purchases from these sellers

83

I will continue to buy from the same sellers, even if the products offered by other sellers are more competitive

84

I will continue to buy from the same sellers, even if the product delivery offered by other sellers is more competitive

85

I will continue to buy from the same sellers, even if the payment methods for products offered by other sellers are more convenient

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Pierański, B., Kawa, A., Zdrenka, W. (2022). Critical Factors of Customers Loyalty in E-Commerce. In: Szczerbicki, E., Wojtkiewicz, K., Nguyen, S.V., Pietranik, M., Krótkiewicz, M. (eds) Recent Challenges in Intelligent Information and Database Systems. ACIIDS 2022. Communications in Computer and Information Science, vol 1716. Springer, Singapore. https://doi.org/10.1007/978-981-19-8234-7_39

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  • DOI: https://doi.org/10.1007/978-981-19-8234-7_39

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  • Publisher Name: Springer, Singapore

  • Print ISBN: 978-981-19-8233-0

  • Online ISBN: 978-981-19-8234-7

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