Consumer loyalty of consumer in electronic market

Abstract

In a competitive market, companies pay considerable attention not only to attracting new consumers, but also to retaining existing consumers. Frequently in the scientific literature, existing consumers are described as the main business engine that generates income. It doesn’t matter whether the business is developed in the traditional or electronic market, creating strong long-term relationships with loyal consumers ensures the business an advantage over competitors. Therefore, it is important to pay attention to the brand loyalty being created and the factors that determine it. The purpose of the study is to identify and evaluate the main e. factors determining loyalty. The article discusses the concept of loyalty, its significance for the brand, segmentation of consumer loyalty is highlighted, according to their behavior. The main factors forming loyalty in the electronic market are analyzed, such as the website, customer service, e. trust and security, branding and customer value creation. In the research part of the article, 7 competent experts were selected, whose opinions were checked using the concordance coefficient, and evaluated e. loyalty factors, according to their significance. Using the material of the article, a further practical examination of the topic is proposed, performing e. correlational significance analysis of loyalty promotion factors. It is also suggested to carry out a comparative analysis of the determining factors between traditional and online loyalty.