It is possible to determine a lot of factors which can influence the successfulness of the retailer within the market. However, one of the most important factors is the customer loyalty. The market develops according to the principles of the competition. That is why to success in the field of retailing, it is necessary to not only provide the effective services of the highest quality but also concentrate on attracting the customers.
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In this case, the notion of the customer loyalty can be discussed as the influential aspect of the further retailer’s development without paying much to acquiring new customers.
The rapid development of the principles of retailing and the active usage of the innovative technologies and the Internet resulted in the fact that today it is possible to use the notion of the customer loyalty which became typical for the progress of usual markets for determining the peculiarities of e-commerce.
E-commerce develops according to its specific principles, and it is significant to pay attention to emphasizing the ways which can contribute to the increase of e-loyalty.
The customer loyalty can be discussed as the constant purchase behavior of those customers who prefer to choose this or that brand and make the regular purchases. The importance of the customer loyalty can be explained with references to the profits which retailers gain while attracting the loyal customers and supporting them in order to reduce their further costs spent on acquiring new customers.
The modern market is competitive, and it is important to save the advertising costs and have a lot of loyal customers in order to orient on them in providing the products and services of the high quality. Thus, the main task of the retailers while preserving their profits is to contribute to the customer’s favorable attitude toward their products (Turban et al., 2010).
It is important that the customer loyalty is based on the customer’s trust and knowledge about the company and retailer, and on the fact of the products’ meeting the customer’s requests and needs.
Some decades ago these principles worked only in relation to the usual market, and today it is possible to use them also for addressing the issues of e-loyalty. However, it is more effective to determine the specific aspects which can be considered as influential for the increase of e-loyalty.
E-commerce has many advantages in relation to the question of e-loyalty in comparison with the development of the usual market. Thus, e-loyalty is associated with such aspects as the low cost structure, the high level of flexibility, the customer’s opportunity to access the extensive product lines, and the low transaction costs.
There are several ways of increasing e-loyalty which are the promotion of the website security, the focus on the contact interactivity, the support of the website reputation, and the contribution to the growth of the customer’s trust (Turban et al., 2010). Moreover, it is also useful to provide the customer with the wide choice in order to satisfy his demands and also to pay attention to the convenience of the site.
The customer loyalty is the necessary factor of the growth of the retailer within the market. The expansion of the modern tendencies and the progress of e-commerce resulted in the development of the notion of e-loyalty which is based not only on the general principles but also meets the issues of e-commerce.
Turban, E., King, D., Lee, J., Liang, T., & Turban, D. (2010). Electronic commerce: A managerial perspective. USA: Prentice Hall.