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Building customer loyalty in online shopping: the role of online trust, online satisfaction and electronic word of mouth

Author

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  • Ahmad Samed Al-Adwan
  • Husam Kokash
  • Ahmad Al Adwan
  • Alaa Alhorani
  • Husam Yaseen

Abstract

Various scholars have empirically investigated customer beliefs regarding satisfaction, loyalty and trust in the context of B2C e-commerce in several countries. However, the number of investigations into such important aspects of e-commerce in developing Arab countries, such as Jordan, is limited. Therefore, the main aim of this study is to explore the main factors that affect the degree to which consumers in Jordan are satisfied with, loyal to and trust B2C e-commerce. This research relies on previous and related literature to formulate a conceptual research model that proposes relationships between online trust, satisfaction and loyalty, and their determinants. To examine the proposed model, a self-administered paper-based survey questionnaire was issued to B2C e-commerce customers in a Jordanian private university. The findings suggest that customer loyalty to B2C e-commerce in Jordan is significantly influenced by online customer satisfaction, electronic word of mouth (eWOM) and online trust.

Suggested Citation

  • Ahmad Samed Al-Adwan & Husam Kokash & Ahmad Al Adwan & Alaa Alhorani & Husam Yaseen, 2020. "Building customer loyalty in online shopping: the role of online trust, online satisfaction and electronic word of mouth," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 11(3), pages 278-306.
    • Handle: RePEc:ids:ijemre:v:11:y:2020:i:3:p:278-306
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    Citations

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    Cited by:

    1. Toni Dwi Yulian & Wahdiyat Moko & Mugiono, 2022. "E-commerce fashion in Surabaya City: How e-shopping experience affects e-loyalty by moderating e-trust and e-satisfaction," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(9), pages 24-34, December.
    2. Al-Adwan, Ahmad Samed & Al-Debei, Mutaz M. & Dwivedi, Yogesh K., 2022. "E-commerce in high uncertainty avoidance cultures: The driving forces of repurchase and word-of-mouth intentions," Technology in Society, Elsevier, vol. 71(C).
    3. Giang-Do Nguyen & Thu-Hien Thi Dao, 2024. "Factors influencing continuance intention to use mobile banking: an extended expectation-confirmation model with moderating role of trust," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
    4. Ahmad Samed Al-Adwan & Nour Awni Albelbisi & Omar Hujran & Waleed Mugahed Al-Rahmi & Ali Alkhalifah, 2021. "Developing a Holistic Success Model for Sustainable E-Learning: A Structural Equation Modeling Approach," Sustainability, MDPI, vol. 13(16), pages 1-25, August.
    5. José Alberto Martínez-González & Carmen D. Álvarez-Albelo, 2021. "Influence of Site Personalization and First Impression on Young Consumers’ Loyalty to Tourism Websites," Sustainability, MDPI, vol. 13(3), pages 1-17, January.
    6. Yigal David & Elad Harison, 2022. "Paying Lip Service?: The Effects of Vocal Determinants on Perceived Service Quality," International Journal of Enterprise Information Systems (IJEIS), IGI Global, vol. 18(1), pages 1-20, January.

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