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Please use this identifier to cite or link to this item: http://hdl.handle.net/2320/14634

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2014.15.152.88 MBUnknownView/Open
Title: E-Loyalty - On the Differences between Single-Brand E-Retailer and Multi-Brand E-Retailer
Authors: SCHULZE, JOSEPHINE
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
Multi-brand
E-Satisfaction
E-Commerce
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.
URI: http://hdl.handle.net/2320/14634
Appears in Collections:Masteruppsatser (THS)

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