Trust, Satisfaction, and Loyalty Formation in Electronic Commerce

Web based oriented services have become an integral part of peoples' life during the last decade. Less error, mistake, cost, and process time are the advantages of Electronic Commerce (E-commerce) for the buyer and seller. Ease of use and usefulness of E-commerce have been led to the popularity of this phenomenon. A numerous number of customers visit and register on the commerce sites, but they never buy anything or purchase a little stuff online due to the lack of trust, satisfaction and loyalty. Loyal customers are an important asset for companies. Converting inactive and non-profitable customers to active and profitable customers by creating trust, satisfaction, and loyalty is the main aim of this research. A conceptual framework shows customer's trust, satisfaction, and loyalty formation based on technological, organizational and customer factors. Data was collected by questionnaire and by using of Likert scale. Statistical analyses confirmed the reliability and validity of the model. The outcomes show that organizational factors have a significant effect on E- trust and technological factors have a significant effect on E- satisfaction. E-trust and E-satisfaction lead to E-loyalty in E-commerce. 

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