E-loyalty in online stores in facebook: A study on the effects of competitive equity building, overall satisfaction and relationship investment toward Online Customer Loyalty

• Main Authors: Baylon, Maria Celina R., Chiang, Mark Benson M., Coronado, Andrew Joseph Q., Gonzales, Patricia Anne F.
• Format: text
• Language: English
• Published: Animo Repository 2011
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/11952
• Institution: De La Salle University

E-commerce in the Philippines is slowly catching up with its international counterparts as the number of e-vendors is increasing to match the equally growing demands of online consumers. Due to such evident growth, another factor that is worth investigating is e-loyalty. In line with this, this study aimed to identify the relationship of competitive equity, relationship investment, and overall satisfaction with e-loyalty of online stores in Facebook given its rise in popularity as an e-commerce platform in the country. The results of the study show that there is a significant relationship between the said variables and e-loyalty. Thus, Facebook online stores must consider improving aspects of their business that relate to the said variables in order to attract and maintain their customers.