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E-commerce is constantly gaining popularity in the contemporary world. One of the most popular and widely spread techniques of electronic marketing is online shopping. Still, in conditions of an extensively growing and highly competitive market, companies involved in online shopping may face the problem of attracting and retaining customers. Consequently, there is a need to provide a detailed analysis of this e-commerce technique to empower the further development of online shopping. Thus, the topic of interest for this study is the effects of online shopping on customer loyalty.
The issue of customer loyalty as related to online shopping is relatively new. Still, some studies appeared within the recent five years that should be reviewed and can provide background for this research. For example, the study by Afrashteh, Azad, and Tabatabaei Hanzayy (2014) is dedicated to the concept of online shopping and the use of this electronic marketing technique to influence customer loyalty in conditions of the state of Iran.
The scholars discovered diverse components that are under the impact of online shopping websites. These components include a comprehensive information system, system development, choice power, viability, and system optimization (Afrashteh et al., 2014). The authors investigate the features of websites, their quality, and customer loyalty that are the result of the website’s use. An important issue of online shopping is studied by Shafiee and Bazargan (2018).
The researchers analyze such crucial aspects of online shopping that influence loyalty as e-service quality and e-recovery. The study leads to a conclusion that such issues as information security and website performance have a direct impact on e-service quality. Also, e-recovery, which involves such issues as responsiveness, compensation, and contact, positively influences online purchase loyalty.
Philosophy and Approach
This study will be grounded on the philosophy of interpretivism. It implies the necessity of understanding the stakeholders involved in the process of online shopping as social actors. The research will utilize a deductive approach because it will test the hypothesis that online shopping has a significant impact on customer loyalty. The research results are expected to allow the generalization of findings, which is typical of the deductive approach.
Quantitative research design is more suitable for assessing the effects of a phenomenon. Therefore, this design will be used to conduct research on the effects that online shopping has on customer loyalty. The study will also involve statistical tests for data analysis to present relevant and valid results, thus increasing the value of research and contributing to its practical implications.
Access and Ethical Issues
Access to research data is allowed to a researcher only. Other individuals will be permitted to study the research findings. Considering the fact that the study of online shopping and the related customer loyalty can involve personal and financial data of customers, it is crucial to provide safety of data and ensure that personal and financial information will not be available to third parties. The ethical aspect presupposes anonymity and a guarantee that customer data will only be used for generalization.
On the whole, the problem of customer loyalty in the context of online shopping because the majority of companies have online shops, and some focus on online sales only. Still, service in online shops has certain peculiarities that have to be considered to gain customer loyalty and provide sustainable development for every shop. Thus, the question is what is more valued by customers, data security, or the quality of service.
Afrashteh, H., Azad, N., & Tabatabaei Hanzayy, S. (2014). The effects of online shopping on the customer loyalty. Management Science Letters, 4(9), 2077-2086. Web.
Shafiee, M., & Bazargan, N. (2018). Behavioral customer loyalty in online shopping: The role of e-service quality and e-recovery. Journal of Theoretical and Applied Electronic Commerce Research, 13(1), 26-38. Web.