Modelling website features effects on electronic satisfaction and electronic loyalty of retail website customers using neural network

Electronic services and websites have found a particular position in marketing and customers’ relationship. Electronic connection with customers based on website has become an inseparable component of sales and marketing processes. This study focuses on modelling the relationship between website features with electronic satisfaction and electronic loyalty of customers. The case study of this article is the retail websites users and customers in Iran. For information collection, a researcher made questionnaire with validation assessment through Cronbach’s alpha coefficient were distributed in the target population. For data analysis, the correlation analysis and neuro network modelling using SPSS and Matlab softwares. The findings of this study shows that electronic satisfaction and loyalty of retail website customers are affected by website features in the purchase processes and it can be predicted