Factors That Influence Consumer Loyalty of Services Acquired via the Internet in Mexico

Electronic commerce has grown in recent years, which has allowed online companies to get closer to their customers. The challenge is to satisfy buyers and maintain their loyalty. This article proposes an empirical model that contributes to formulating strategies to increase customer loyalty, based on the study of satisfaction, fulfillment, and privacy. This study presents a quantitative methodology, with a causal scope and cross section. A model of structural equations was applied to analyze data from a sample of 384 online buyers of electronic travel services in the Mexican context. The results indicate that privacy and fulfillment have positive effects on customer satisfaction; however, they do not have a significant effect on loyalty. Finally, customer loyalty is positively affected by customer satisfaction. These factors have been studied in various contexts, and the relationship between them has been positive and significant. Lastly, from these findings, specific strategies are considered for the improvement of online companies in other emerging economies.