Customer E-loyalty: From an Estimate in Electronic Commerce with an Artificial Neural Fuzzy Interface System (ANFIS)

Conference paper
Part of the Lecture Notes in Electrical Engineering book series (LNEE, volume 285)

Abstract

Companies lose their online customers due to the competitive business environment. Customer loyalty is one of the important topics in the Electronic Commerce (E-commerce) domain. Gaining new loyal customers requires extensive expenditure of time and money. In addition, loyal customers are an important asset for a company, which brings long-term benefits. In this research, a comprehensive conceptual framework is presented that shows E-loyalty based on E-trust and E-satisfaction. The critical factors which influence E-trust and E-satisfaction are classified in organizational, customer and technological groups. Statistical analysis is applied for validity and reliability of the model. Another important method for estimation of uncertain measures is Artificial Neural Fuzzy Network System (ANFNS). E-trust and E-satisfaction data were used as inputs of the ANFIS and the output utilized E-loyalty. The result demonstrated, there is no difference between the aforementioned and the ANFIS model can be used for estimation of E-loyalty in E-commerce.

Keywords

E-commerce E-loyalty E-trust E-satisfaction Artificial neural network 

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Copyright information

© Springer Science+Business Media Singapore 2014

Authors and Affiliations

  1. 1.Department of Information Science, Faculty of Computer Science & Information TechnologyUniversity of MalayaKuala LumpurMalaysia

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