The Effect of Website and Internet Benefit on E-Customer Loyalty in E-Commerce

Abstract

Establishing e-customer loyalty in e-commerce, which is the form of commerce of our age, is quite difficult compared to traditional commerce. There are many options for customers. In this context, e-commerce businesses should design their websites according to the wishes and needs of their customers to gain an advantage over their competitors. This study aims to reveal the effect of information quality, system quality, service quality, and user friendliness of e-commerce websites and the net benefit on e-customer loyalty. To examine these variables, a questionnaire was applied to 506 customers of a shopping mall in Istanbul with 8 branches. The collected data were analyzed with statistical package programs used in the social sciences. A positive and significant relationship was observed between website information quality, website system quality, website service quality, website user-friendliness, net benefit, and e-loyalty. As a result of the regression analysis, a positive and significant effect of the website's information quality, system quality, service quality, user-friendliness, and net benefit on e-customer loyalty was observed. Information quality alone does not affect e-customer loyalty. The disclosure rate of the model is 87.5%.