The effect of inertia and satisfaction on consumer loyalty in online shopping sites

Abstract

Purpose-This study deals with the effect of the required qualifications of an online shopping sites on consumer inertia and customer satisfaction and loyalty. Methodology-As a method of research, the convenience sampling method was preferred and face-to-face questionnaires were applied. Upon elimination of incomplete and incorrect questionnaires, 317 questionnaires were included in the evaluation. Findings-According to the results of the study, the adaptation, transaction ease and engagement which are dimensions of a website's required qualifications are effective on consumer inertia. On another note, adaptation, interaction, commitment, transaction ease and engagement are dimension which have an impact on customer satisfaction. While alternative attraction has a moderator role in the relationship between consumer inertia and loyalty, positive word-of-mouth has not been proven to have a moderating effect in the relationship between customer satisfaction and loyalty. Conclusion-This study reveals the factors affecting inertia and satisfaction in consumers and the moderator effects in making loyalty.

The Effect of Customer Perceptions Concerning Online Shopping, Viral Marketing and Customer Loyalty on Purchasing Behavi̇our

“…In addition, customers' beliefs are essential in purchasing decisions from online shopping sites as they are based on perception, motivation, learning, and attitude (Akbar & James, 2014). Some studies have shown that customer perceptions are influenced by customer satisfaction, trust, and loyalty (Miller & Lammas, 2010;Chen & Chang, 2011;Eid, 2011;Chinomona & Sandada, 2013;Ercis et al, 2018;Ateş, 2018a). Critical factors for online customers include timely delivery, good customer support, good communication, secure payment, shopping methods, and an easy return process.…”

Consumer Inertia in Toiletries Products: Mediation Effects of Quality Perception on Brand Credibility, Brand Satisfaction, and Brand Commitment

“…Therefore, repeat purchases occur (Kuo et al, 2013). As a result, the probability of consumers switching brands is decreasing (Gray et al, 2017), and brand loyalty is being built (Yildiz, Deveci, & Ercis, 2018). This is because inertia tends to make consumers passive and adhere to the same pattern.…”