University of Borås

Borås Academic Digital Archive (BADA) >
Studentuppsatser & examensarbeten / Student Papers >
Institutionen Textilhögskolan / Swedish School of Textiles >
Masteruppsatser (THS) >

Please use this identifier to cite or link to this item:

Files in This Item:

File Description SizeFormat
2014.15.152.88 MBUnknownView/Open
Title: E-Loyalty - On the Differences between Single-Brand E-Retailer and Multi-Brand E-Retailer
Department: Högskolan i Borås/Textilhögskolan (THS)
Issue Date: 15-Jan-2015
Series/Report no.: Masteruppsats
Programme: Master Programme in Fashion Management
Publisher: University of Borås/Swedish School of Textiles
Media type: text
Keywords: E-Loyalty
Abstract: The purpose of this study is to examine the differences in the extent of customer e-loyalty between the two fashion e-commerce formats single-brand and multi-brand e-retailer. A quantitative research was conducted by means of an electronic questionnaire examining different factors influencing e-loyalty as well as e-loyalty directly. The findings showed similar values for both fashion e-retail formats with slightly higher numbers for single-brand e-retailer. This finding was surprising since it was assumed that single-brand e-retailer would rather attract loyal customers than multi-brand e-retailers. In the case of both formats, however, there is space for improvement to increase customer loyalty.
Appears in Collections:Masteruppsatser (THS)

SFX Query

All items in Borås Academic Digital Archive are protected by copyright, with all rights reserved.


DSpace Software Copyright © 2002-2010  The DSpace Foundation