A Conceptual Framework to Manage e-Loyalty in Business-to-Consumer e-Commerce

The issue of assessing customer perceptions of e-service quality performance and its impact on eloyalty, has emerged as an area of strategic importance for e-marketers and Website managers. This paper proposes a conceptual framework of the key determinants a manager must consider to develop e-loyalty in business-to-consumer e-commerce. It is argued that the quality of a Website can contribute to strengthening loyalty outcomes that ultimately enhance consumer relationships. Furthermore, it is proposed that Internet expertise of the user moderates the impact on the system of relationships. Resultant research propositions are explored, with managerial implications and future research areas discussed.