Model of Improving Customer Loyalty in Electronic Stores

Today, due to the growth and diversity of e-commerce technologies, the number of virtual stores is exponentially increasing and this has created new challenges in business. Therefore, improving customer loyalty is critically important for sustaining success of electronic stores. In this regard, an attempt has been made to propose an appropriate model for improving loyalty of customers in electronic stores. The study population includes faculty and students of Yazd University who have had experience of buying books from online bookstores. Due to non-normal distribution of data, nonparametric methods (sign test, Mann-Whitney, Friedman and Kruskal-Wallis) have been used for data analysis. Findings imply that 21 components have been extracted in three general categories, i.e. customer service, design and trust influence e-loyalty, which explain totally 70% of the structure of factors influencing e-loyalty in online bookstores. Findings indicate that from the viewpoint of faculty and students of Yazd University, indicators related to "trust" have the highest influence on improving e-loyalty.