Increasing e-loyalty in business-to-consumer: A conceptual framework

The investigation of the relationship between the customers' perceptions of e-service quality performance and e-loyalty has been conducted as an area of strategic importance for e-marketers and Website managers. This paper proposes a conceptual framework of the key determinants a manager must consider to develop e-loyalty in business-to-consumer e-commerce. This study argues that the quality of a Website can influence consumer relationship, ultimately contributing to strengthening customer loyalty over the Internet. Furthermore, it is proposed that Internet expertise and personal innovativeness of the consumer moderates the impact on the system of relationships. Resultant research propositions are discussed as well as managerial implications and future research areas.