E-loyalty in Websites: User Domain Perspective

Abstract

Due to ever increasing customer base of online web users, market researchers have examined how to design websites that can build and maintain e-loyalty. Several e-loyalty models have been given still extant literature do not ascertain consensus among the antecedents of e-loyalty. Although certain antecedents of e-loyalty are obviously important, the authors believe domain or industry specific research could bequeath different result. The basic premise of this study is to comprehend the online environment from user point of view, prior to build up the conceptual model of e-loyalty of online users.  This paper provides two important contributions to the understanding of e-loyalty models. First, we demonstrate the probable reasons for differences in opinion among various researches. Second, we lay bare the five plausible domains where relation between e-loyalty and its antecedents can be established separately for each domain, in order to augment e-loyalty.