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2. PHD Thesis / Tesis PHD
3. Graduate School of Business / Pusat Pengajian Siswazah Perniagaan

Title:	Antecedents of online customer loyalty intention-mediation effect of satisfaction, trust and attitude toward loyalty
Authors:	Mirbehzad Feizbakhsh (ZP00790)
Keywords:	Online shopping Customer loyalty Customer behavior Dissertations, Academic -- Malaysia Universiti Kebangsaan Malaysia -- Dissertations
Issue Date:	5-Jan-2016
Description:	Online shopping is growing rapidly and becoming the dominant form of shopping for nearly everything, from frequent daily purchase of consuming items to purchase of property and cars. Hence, studying consumer behavior related issues within online shopping context becomes more and more important. Customer loyalty behavior is one of the most important issues for every company because customers are vital to the company as blood is to the human body. Loyal customers repeat the purchase behavior and customers with intention to be loyal at least promote company’s products and spread a positive word-of-mouth about the company. This research studied the effect of different factors in determining customer loyalty intention within online shopping context and their inter-relationships of the affecting factors themselves. Through extensive review of the literature in the context, constructs of corporate brand image, customer satisfaction, customer trust, and attitude toward loyalty were found effective on customer loyalty intention. Benefitting from the Theory of Reasoned Action, this study has found and justified the key role of corporate brand image of the product -and not the store brand- in determining customer loyalty intention within the context of online shopping for the category of electronic products especially smartphones and tablets. This study has proposed a research model to determine customer loyalty intention within the online shopping context and has tested the model based on the data collection from a survey on university students within the region of Klang Valley, Malaysia. In order to perform the data analysis, this study has benefitted from Structural Equation Modeling (SEM) done by AMOS 22.0 on a sample of 280 students. The results for SEM and mediation analyses have shown different significant levels for the supported relationships. This research contributes to the body of knowledge by expanding the application of the Theory of Reasoned Action within online shopping context and bringing in a basis for reference on the mediation effect of the three constructs of customer satisfaction, customer trust and attitude toward loyalty within online shopping context. The important role of company’s brand regardless of the online store brand on customer loyalty intention was another important contribution of this research both to theory and practice. The findings of this study contribute to practitioners by proposing different strategies they can implement in selling their products online. Moreover, the study provides a guideline for future research in the context of online shopping.,Ph.D.
Pages:	193
Call Number:	HF5415.5.F455 2015 tesis
Publisher:	UKM, Bangi
Appears in Collections:	Graduate School of Business / Pusat Pengajian Siswazah Perniagaan

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