Study on the Factors of Customer Loyalty in B2C E-Commerce

According to a recent study pointed out that online sales are expected to rise from $19 billion in 2008 to $26 billion in 2009 in China. Despite this spectacular annual growth of 7.2%, many web based businesses failed. With the change, the business community are interested in focusing on online customer satisfaction and retention through the creation of e-loyalty. E-businesses realized that by retaining customers, cost can be reduced because it is much cheaper to retain customers than to attract new customers. In this paper, Exist literature on e-loyalty is studied. Based on the literature review in e-business, the thesis first outlined the critical differences between traditional loyalty and e-loyalty, and then delivered a set of critical success factors to develop e-loyalty.